Use our Strategic ThinkBox to assess your B2B brand strategy

I want to show you how to use our Strategic ThinkBox tool so you can frame your thinking before you take action. It takes a strategically sound B2B marketer to figure out how to win with brand love to attract loyal customers. As marketing rapidly evolves, the fundamentals of B2B brand management matter more now than ever.

Today’s B2B marketers are so busy, running from meeting to meeting, and they feel overwhelmed and confused. They have no time to think. Marketing is now about ‘get stuff done.’ And, never about taking the time to stop and ask if it is the right stuff to do.

Meanwhile, to build a relationship, you must take the time to genuinely court your customers. To move your customer from stranger to friend and onto the forever stage, you need to think all the time. With the focus on access to big data, marketers are drowning in data, that they do not even have the time to sort through it all to produce the analytical stories to help to make decisions. I see that B2B marketers are so overwhelmed by the breadth of media choices. And, there is a pressure to be everywhere, that the quality of B2B marketing execution has suffered.

B2B Brand Strategy

Use our ThinkBox and PlayBox to manage your brand

I want to introduce you to my Strategic ThinkBox concept, which I have borrowed from sports. For instance, in golf, using a ThinkBox forces you to consider everything you are facing before you take the shot. Look at any lakes or bunkers in the way, the wind condition, or how well you are playing that day. Then, decide on your shot strategy. As you move to a PlayBox, visualize the ideal shot, think and feel your way through the mechanics of your swing, and trust you are making the right shot. Do not over-think the strategy during the execution. 

With your brand, you should use a strategic ThinkBox, to get a 360-degree view of the situation, before taking action. Consider your brand’s core strength, the bond you have with your customers, your brand’s competitive position, and your brand’s business situation. Once you have completed your thinking, use the Execution PlayBox to see the ideal execution, think and feel your way, then trust your instincts.

The four questions in your Strategic ThinkBox

As I created the Strategic ThinkBox, I made it so that each of the four questions uses a forced choice to make decisions, where you must focus on only one possible answer for each question. 

  1. What is the core strength that will help your brand win?
  2. How tightly connected is your customer to your brand?
  3. What is your current competitive position?
  4. What business situation does your brand currently face?

1. Start with your brand’s core strength. Decide which of four choices you will lead with: 

  • Product
  • Brand story
  • Customer experience
  • Price 

Your core strength will change your entire strategy, including the brand messages and the focus of your investment.  I show a unique process for how to choose your brand’s core strength and then show you how to write smart, strategic objective statements around your core strength.

2. Next, you have to look at your customer strategy. Start by determining where your brand currently sits on the brand love curve, whether your brand is:

  • Indifferent
  • Like it
  • Love it
  • Beloved 

The goal is to tighten the bond with your customer and move them from one stage to the next. I will show you how to use brand funnel data, the voice of the customer, and market dynamics to determine where your brand sits on the brand love curve. I will outline clear game plans for each stage.

3. Regarding the competitive strategy, you must choose from one of four different types of competitive situations you find your brand operating within: 

  • Power players are the dominant leader in the category and take a competitive defensive stance
  • Challenger brands have gained enough power to battle head-to-head with the market leader
  • Disruptor brands have found a space so different they can pull customers away from any significant category players
  • Craft brands aggressively go against the category with a niche target market and a niche customer benefit. They are small and stay far away from the market leaders 

Each competitive situation leads to different strategy choices.

4. A brand must look at the situational strategy, which starts with understanding your brand health, looking at both internal and external factors. Choose one of four potential situations: 

  • Keep the momentum going
  • Face a business turnaround situation
  • Realign everyone behind a strategy
  • Your brand is a start-up

Each situation leads to distinct strategies and leadership styles to deploy. 

As you put all four answers together, you start to map out the overall strategic direction where you should focus. When writing the brand plan, I recommend you map out a specific key issue question for each of the four strategic questions in your ThinkBox.  

Examples of B2B Brand Strategy

How our Strategic ThinkBox works with B2B brands


FedEx’s core strength has been its remarkable experience in shipping small packages overnight, which it pioneered in the 1970s. In terms of competitive strategy, FedEx entered the market as a classic disruptor, who  made it impossible for any current alternative to compete and gave the company a significant competitive advantage over UPS. However, UPS caught up in the 1980s, and most customers now view FedEx and UPS as equals. 

In terms of customer strategy, FedEx remains one of the most trusted B2B brands, but UPS is almost as highly trusted. Yes, some loyal customers still love FedEx, but many are indifferent when they compare FedEx to UPS because there is no clear point of difference between them. FedEx’s bond with customers is at risk, leaving the customer’s decision to be made on price or availability.

Even with strong brand scores, the business situation is not great. With flat sales and pricing challenges, FedEx has seen its valuation fall 25% in the past few years. FedEx is stuck, wondering where to go next. E-commerce retailers and brands are building their own delivery systems for direct-to-consumer service. FedEx recently lost its deal with Amazon. FedEx is a classic case where its success is a burden. The challenge FedEx now faces is to find new revenue streams, or it will face a long, steady decline, and pinpoint where to attack itself to eliminate costs out of the system.    


Boeing is a product-led brand, now facing issues with their product due to recent crashes of the Boeing 737 MAX. For decades, Boeing has been one of the most respected and admired companies in the world. However, Boeing has completely mishandled its 737 MAX situation. It’s a classic case of the PR misjudgment of hoping the story goes away rather than address the root causes head-on. As a result, Boeing’s reputation, sales results, and financial outlook have all suffered. As reporters look deeper, they question Boeing on its commitment to safety, suggesting the company is more focused on profits and cost efficiency than safety.

From a customer view, Ed Sims, the WestJet Airlines CEO, was quoted for his evaluation of Boeing saying, “I would grade it no higher than a B. I expect A-plus service from every supplier to WestJet, just as we expect our customers to evaluate us in the same way. I think Boeing has missed a beat, frankly, in the way that they have responded to this crisis.” That is never a comment a brand wants to hear from their customer. 

Boeing competes head-to-head with Airbus, similar to how Coke and Pepsi battle each other. Every loss by one brand is the other brand’s gain. In the months following the 737 MAX crisis, Boeing’s market capitalization fell by $30 billion, while Airbus quickly climbed $20 billion. Moreover, Airbus has used the crisis to race ahead of Boeing with new orders and deliveries. The challenge for Boeing is how to put the crisis behind it and refocus on innovation to get back into a competitive position with customers.  


When it comes to enterprise software, Microsoft is the dominant power player B2B brand having achieved a near-monopoly in the PC market with core products such as Windows, Office, and Outlook. From 2000 to 2012, their valuation felt stuck, relying on a steady stream of sales for business offices, but Microsoft didn’t seem to know where to go next, with failures in mobile, music, and search engines. The brand needed a realignment to steer it toward the future. In the last few years, Microsoft’s growth has shifted investment and attention to its B2B enterprise business, behind the Azure cloud business, which includes on-premise servers, and software and enterprise consulting services. 

Arguably, Microsoft has shifted its B2B focus from product-led to experience-led. The valuation for Microsoft is up four-fold, surpassing $1 trillion. Abandoning the monopoly mindset has opened up innovation with the Internet of Things (IoT), which will connect everyday internet connections with data collection and automation. As the business transforms, Microsoft needs to continue its momentum and competitively battle cloud offerings from Amazon and Google.

Marriott International

Marriott is the choice hotel of the business executive, not just because of the quality of its hotel rooms, but the exceptional Marriott Rewards program that makes staying in its hotels a must-have by making loyalty more enticing. Following the acquisition of Starwood Hotels, Marriott is now the power player brand by adding Westin Hotels, Ritz Carlton, and the St. Regis brands. To the market, Marriott takes a house of brands approach, but internally, the Marriott Rewards program unifies the company as it approaches the business traveler.

The Marriott Rewards program is the company’s secret sauce among B2B customers, shifting Marriott from a product-led brand into an idea-lead brand. While hotels will bid to procurement departments to be a preferred vendor, business executives have become so addicted to Marriott Rewards they insist on staying at a Marriott. With the stock up eight-fold over the last decade, Marriott needs to continue its momentum. 

The recent launch of the Marriott Bonvoy Rewards program goes beyond just earning and redeeming free hotel stays, now including 40 airline partners, and the ability to book flights and cars using only points. This reward program is its new power play, as it beats any competitive offering. Marriott is a great B2B case study. It proves that, instead of treating a company as your customer, B2B brands should now manage every employee at a company as a potential customer.


Although Facebook is primarily a consumer-facing brand, all of its revenues come from B2B media sales. Facebook is an idea-led brand, and the dominant power player, willing to bully any competitor who threatens it. 

In terms of its bond with customers, five years ago, Facebook was on the verge of becoming a beloved brand. Yet Facebook’s arrogance and hunger for even more power have eroded its trust with users, and that puts its future B2B media revenues at risk. There remains doubt about how Facebook will handle privacy, political interference, and concerns over the accuracy of its audience numbers – uncertainty that continues to cloud Facebook’s trust. Mark Zuckerberg must be more forthcoming and honest in how he portrays his brand. The question Facebook should focus on is how to tighten its bond with users. 

Looking at its business situation, Facebook still sees significant momentum with revenue increases of 20-30%. Facebook needs to regain its trust because the most significant risk to its arrogance is the threat of government regulations that would severely cut into future revenues. 

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b2b brands

the b2b playbook for how to create a brand your customers will love

As a B2B marketer, you know that the key to driving growth is a strong brand. But how do you develop and execute a winning B2B brand strategy? Look no further than the B2B Brands playbook.

Prepare to think differently about your B2B brand strategy with B2B Brands. We want to challenge you with thought-provoking questions and take you through our process for defining your brand positioning. Our goal is to expand your mind to new possibilities for your brand by using real-life examples of successful B2B brand positioning strategies.

We’ll start by showing you how to create a brand plan that’s easy for everyone to follow, ensuring that all stakeholders understand how they can contribute to your brand’s success. Moreover, we guide you through the creative execution process, including how to write an inspiring brief and make decisions to achieve smart and innovative communications.

Finally, we’ll teach you new methods to analyze your brand’s performance through a deep-dive business review.

Our B2B Brands playbook offers a wealth of knowledge and insights, including B2B case studies and examples to help you learn new techniques. It’s no wonder that 85% of our Amazon reviewers have given us a 5-star rating. So, join us on this journey to unleash the potential of your B2B brand.

Take a read through our sample chapter on marketing decisions


B2B Brand Strategy

To start, we will show you how to write a brand plan that everyone can follow so they know precisely how they can contribute to your brand’s success.

In addition, we will show you how to run the creative execution process, show you how to write an inspiring brief, and make decisions to find both smart and breakthrough communications.

Finally, you will learn new methods to analyze the performance of your brand with a deep-dive business review. Most importantly, our B2B Brands playbook offers a variety of B2B case studies and examples to help the B2B marketing professional learn new methods. Equally, 90% of our Amazon reviewers have given us a 5-star rating.

Strategic Thinking

Articles that will improve your strategic thinking skills

To start, take the opportunity to improve your strategic thinking skills. Look to the five steps to building an effective brand strategy

We show how to use our Strategic ThinkBox, and lay out the five elements of strategic thinking. Next, go deeper on to challenge your brand’s core strength, engage with consumer strategy, or competitive strategy

Undoubtedly, you must understand the business situation before making your next move. We show how to write the ideal strategy statements you can use in your marketing plan

As you move to the marketing execution, you need to use in-the-box creativity to stay on strategy. Importantly, marketers need to understand pricing strategy, social media strategy, and product innovation

If you are a B2B marketer, look at at how to use our B2B Strategic ThinkBox, Also, you can look at how we evolve Porter’s model

Brand templates for B2B brands

Elevate your brand strategy with our powerful templates.

Our brand toolkit for B2B brands is our most comprehensive template helps you communicate your brand plans, brand positioning, business review and creative briefs.

Our brand plan template  offers slides for vision, purpose, analysis, key issues, strategies, and execution plans, ensuring a thorough approach to your brand’s development. The brand positioning template guides you through defining your target profile, crafting a brand positioning statement, and developing a unique brand idea, concept, values, story, credo, and creative brief. Finally, our business review template provides slides for in-depth analysis of the marketplace, customers, competitors, channels, and your brand.

Choose the right template for your business needs

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Beloved Brands is a phenomenal book

I know other brand managers who have literally used this to review their business and create their annual brand plans. Undeniably, Beloved Brands is phenomenal in concept and in execution. Highly recommend.


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beloved brands

the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn how to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have given Beloved Brands a 5-star rating. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

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The smarter your team, the better the results you will see!

As a marketing team leader, you know that your team’s success is essential for your company’s growth. Our Beloved Brands marketing training provides your team with the skills they need to make strategic decisions, produce exceptional work, and drive business growth. They will learn how to define brand positioning, write effective plans, improve brief-writing, make informed execution decisions, and analyze their brand’s performance.

We have designed our marketing training program to build the fundamental skills that will help your team reach their full potential. We will work with your team to help them learn take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

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