Ep97 Bill Kenney - The Power of Perception: Brand is Your Strongest B2B Lever

B2B branding isn't boring - it's a goldmine waiting to be tapped. In this episode of Strategy + Action, host Jason Croft sits down with Bill Kenney, CEO of Focus Lab and Odi, to explore the often misunderstood world of B2B branding. Bill shares his journey from small-town art kid to brand agency founder, working with tech companies from seed stage to IPO. He breaks down why branding matters, especially in the B2B space where many companies are afraid to stand out. Jason and Bill dive into: • Why brand is more than just a logo - it's the North Star of your organization • The hidden value of branding that can't be measured in short-term ROI • How MailChimp's quirky brand led to a $12 billion acquisition by Intuit • Why even "boring" B2B companies need to inject personality into their brand • The long-term compounding effects of investing in your brand Through real-world examples and personal anecdotes, Bill makes a compelling case for why B2B companies can't afford to ignore branding. He explains how a strong brand aligns your team, attracts talent, and helps you connect with customers on a human level. Jason pushes the conversation further, exploring the challenges of measuring brand impact and why many companies struggle to justify the investment. Together, they break down complex branding concepts into actionable insights for businesses of all sizes. Whether you're a tech startup founder or a seasoned B2B marketer, this episode will change how you think about your company's brand. Don't miss out on this deep dive into the power of B2B branding. Find all the show notes and links here: https://www.strategyactionshow.com/97