Looking Vertically
A Lippincott original series unpacking the defining brand challenges for industries that move the world forward.
How B2B tech brands can command the spotlight in the AI era
In B2B tech, brand is no longer a “nice to have;” it’s a growth imperative. As AI creates a market of velocity, with products reaching parity and features commoditizing faster than ever before, buyers aren’t just choosing on specs – they’re choosing the brand they recognize, trust, and believe will help them succeed.
“From our 80+ years of working across every imaginable sector, we're acutely aware that what wins the brand battle in one industry isn’t what wins in another. This series is about helping marketing leaders across sectors navigate today's biggest branding challenges.”