In this live case study, attendees will learn:

• The importance of brand in B2B decision-making
• How to make the case to stakeholders
• How to understand and leverage customer experience
• Why, despite the industry obsession, purpose isn’t always the answer

Quantifiable on a balance sheet. A shortcut to authority, trust and credibility. A source of precious and often intangible value. Brands drive differentiation, credibility and margin. We all know that. But how do you establish a brand within an established business?

This frank discussion between Agency and Client reveals how and why, after 20 years of success in the used car market, mfldirect needed to create a strong brand.

Edd Southerden is Bray Leino’s Strategy Director. With an impressive pedigree of game-changing Agencies and a hefty portfolio spanning complex business operations and major brands’ global ad campaigns, Edd turns insights into impactful comms for a range of B2B businesses.

Craig Ford is a seasoned Digital Marketing and E-commerce expert, responsible for the UK’s largest single source B2B vehicle remarketing platform. Craig uses the insight and expertise gained from his career journey through Customer Services, Finance, Sales, Technology, Marketing, and Digital, to bring a holistic and deeply commercial perspective to the industry. He is passionate about improving the customer experience by harnessing data and customer insights to deliver incredible outcomes.