Mark Osborne says B2B companies face the same commoditization risk as B2C firms when markets mature. He argues B2B brands need to copy what B2C does: build a distinct personality and say what they stand for, not just what they sell.
If you look at the evolution of companies and sort of, and even the evolution of kind of brand strategy and building brand personalities, as markets become more mature, that becomes harder and harder to differentiate by the product itself. And so the products risk being commoditized. And the way that they fought that traditionally in the B2C space is, well, let's build more of a personality around it, or let's bring forward our brand ideals and what we care about and what we stand for. And I think that a lot of the B2B space is now maturing into that space where they need to differentiate and the product itself, it's very hard. And so the only way to keep from being commoditized is to take some of these lessons from B2C and build a brand personality.
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