Brand challenges are becoming more common for many B2B organisations. Whether it’s brand or category awareness, attracting new segments or markets, aligning to business strategy or market shifts, or consolidating after acquisitions – these all require defining how your brand shows up in market.

 

When you’re dealing with not just one, but all these challenges simultaneously, what’s a senior business and marketing leader to do? In this 20 minute keynote delivered at the 2025 B2B Marketing Leaders Forum, you’ll hear the story of how Fujifilm Business Innovation Australia’s business transformation sparked the need for brand transformation.

 

You’ll hear how they:

• United three brands and business units into one whole
• Focused on the brand legacy to develop a compelling story
• Created a strong creative platform to create differentiation in a cluttered market
• Developed the tools and material to enable and align the sales organisation
• Deliver outstanding ROI and pipeline in just the first 8 weeks