B2B marketing has been relegated to being solely (or mostly) a sub-function of a company’s sales machine. However, possessing a strong B2B brand benefits many aspects of a company, especially sales and customer success. The art (and science) of building a memorable B2B brand eludes many B2B companies. An essential exercise for any B2B company is to establish and evolve the Brand Architecture and Brand Platform. It is an extensive exercise but a valuable one. This episode breaks down the key elements of a Brand Architecture and reviews the success of Nvidia and the harrowing steps they took to create a great B2B brand.

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