D2C isn’t goals
Check out a fascinating conversation with Lex Winship, the Head of Brand and Content at Loxo. Lex challenges the prevailing notion that B2B should emulate D2C (Direct-to-Consumer) as a goalpost for branding, arguing that D2C has distorted our understanding of the term “brand.” She believes B2B should resist the temptation to follow D2C strategies blindly and discusses how this belief has shaped her unique approach to branding.
Curiosity over everything
Lex’s diverse career journey has enriched her skills as a researcher. She describes how her willingness to explore various interests have benefited her work in branding and marketing. She discusses the delicate balance between data-driven decisions and creative thinking in marketing.
Authenticity and unconventional practices
Lex offers valuable advice for marketers looking to break away from conventional wisdom and develop unique brand strategies. She reflects on the challenges she has faced in advocating for unconventional opinions in the corporate world and shares her strategies for overcoming them.
She predicts the future of B2B branding, highlighting the trends she believes will shape its evolution.
This is a must-listen for marketers and professionals seeking to redefine their branding strategies in a rapidly changing landscape.
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Time Stamps of the Episode
B2B vs D2C branding (:30-8:22)
Lex’s journey (8:23-13:00)
Copy myths (13:01-17:05)
Branding misconceptions and marketing strategies (17:06-19:52)
From data-obsessed to collaborative creativity (19:53-29:40)
Challenging the conventional (23:46-29:41)
Read more fiction (29:41-33:36)
B2B marketing predictions (33:37-37:31)
Advice for professionals, passion for em-dash (37:32-41:50)