Procell's B2B reframe: from price to buy to cost to repla...

What this episode covers

Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

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Frequently Asked Questions

How long is this episode of On Strategy Showcase?

This episode is 39 minutes long.

When was this On Strategy Showcase episode published?

This episode was published on February 2, 2025.

What is this episode about?

Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil...

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