Gartner Research

Ignition Guide to Managing a B2B Brand Refresh

Published: 11 January 2016

ID: G00340801

Analyst(s): Marketing Research Team


B2B marketing leaders often struggle to create a customer-centric brand value proposition differentiated from the competition. This guide will help re-build brand fundamentals based on customer insights, and articulate unique sources of value for the client company and buying group stakeholders.

Table Of Contents



Step 1 of 6: Manage Logistics for the Brand Refresh

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls & Keys to Success

Step 2 of 6: Develop a Thorough Understanding of Key Customer Segment(s)


How to Set Up for Success

Step 3 of 6: Establish Fundamental Elements of the Brand


Step 4 of 6: Create a Value Proposition Statement


How to Set Up for Success

Step 5 of 6: Communicate Brand Fundamentals to Stakeholders


How to Set Up for Success

Step 6 of 6: Monitor the Effectiveness of the Brand Refresh

Review Your Performance

Keys to Continued Success

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