I n an era of business transformation, brand is often misunderstood and dismissed as decoration, confused with advertising, or seen as optional flair rather than foundational force. But for changemakers—those who challenge the status quo and dare to do things differently—brand is the critical strategic lever for internal alignment, customer clarity, and business momentum. These are the brand rebels. They don’t just talk about differentiation. They live it, breathe it, and build it from the inside out. Inspired by a candid discussion among such rebels, including marketing and brand leaders across B2B, tech, energy and beyond, these insights reveal not only the hidden value of brand but the bold strategies and emotional intelligence it takes to make brand matter inside a business. BRAND STARTS INSIDE: ALIGNMENT BEFORE AMPLIFICATION Rebels understand that internal alignment is not a nice-to-have—it's key to success. As several leaders noted, real traction requires a successful "anchoring" process: working stakeholder by
stakeholder, understanding motivations, fears, and functional realities before a formal ask or proposal is made. “You basically have everyone on board in their own language before you enter the boardroom,” said one brand rebel. This internal lobbying—often one-to-one, long before boardroom presentations—ensures the final strategy feels co-created, not imposed. When stakeholders see their fingerprints on the idea, they’re far more likely to support it. INFLUENCE IS A LANGUAGE GAME Rebels know the key to moving change forward isn’t always data, but storytelling in the right dialect. Whether working with engineers, partners, or executive sponsors, the most effective brand leaders translate ideas into stories and lanugage that is designed to resonate. As one leader explained, "Sports metaphors worked wonders with our engineers. It just clicked.” Whether that’s using financial ROI for CFOs, risk mitigation for ops, or customer loyalty metrics for sales, the art is in finding the emotional and logical hooks for every persona around the table. >
Will Bosanko CEO, UK and Europe, Brandpie
Issue 3 - Brandpie Energy 11
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