At Made By Giants, we believe creativity has a giant role in triggering brand growth. In fact, we would go as far as saying creativity is simply THE most essential ingredient for B2B tech brands.

Of course we would say that, wouldn’t we? Yes, we know sales and marketing are essential, but without a healthy dose of creative magic to drive your brand activations, you risk getting lost amongst many of your like-for-like competitors. 

So often when we look at B2B branding and marcomms, we see safe, industry generic or unambitious solutions. For example, want to be a disruptive fintech? Then why oh why does your brand need to be plain white text out of dark blue? 

Ok I hear you say, “Creativity is abstract, so how do we know when, and what type of creativity we need?” And then comes the dilemma of choosing an agency…

At Made By Giants, we don’t shy away from giant challenges (we are all Giants after all) – and this challenge is giant. We searched for a simple, yet very effective way of getting to the bottom of creativity’s role in a B2B company’s strategy.

So whenever we approach a business challenge, we consider the role creativity needs to play very carefully.

To break down our thinking, we developed a simple 101 chart which defines B2B brands by their role in their particular market, and by definition, what creativity needs to do for that type of brand. 

So here goes:

What type of B2B brand are you and what type of creativity do you need?