This header image was generated using AI (Midjourney) for illustrative purposes. Used under commercial licence.
This article explores the importance of B2B brand recall in a world where product features and performance dominate the conversation. It examines why memory still drives buying behaviour in construction and manufacturing, how Category Entry Points (CEPs) influence decisions, and what brands can do to build lasting mental availability through distinctive assets and consistent cues.
As he tends to, Professor Scott Galloway set the internet ablaze last month (well, the marketing corners of it, at least).
He’s been here before, of course, but his latest comments on the “death of brand” during his brilliant episode of the Uncensored CMO podcast have really got people talking.
If you’ve missed the furore, here’s a verbatim quote:
“The brand has diminished in power, [and] product is the new black again… If you have a truly better product then people will talk about it online and word will get out, so a lot of the capital has been taken out of marketing and is being reinvested in things like supply chain.”
Most marketers took issue with the statement, naturally. But some noted that beneath the hyperbole, “Prof G” does have a point worth examining. Does a killer product and word of mouth really mean the end for brand? And if it does, what does that mean for marketers focused on building long-term brand recall in B2B?
Contents
A eulogy for brand?
The idea that technology will kill brand isn’t new. The thinking goes something like this: if platforms like Amazon can offer consumers accurate, related product choices, then branding and priming become less important. The credibility of the platform, plus factors like price and convenience, take over.
This logic has been pushed further by the rise of in-platform shopping experiences, review sites, and price comparison tools. Professor Galloway calls it as he sees it. But I’m not convinced it fully holds up.
For one, it places too much weight on last-click attribution. It ignores the role of mental availability and all the unseen moments that shape brand recall before the final decision. It also overlooks risk aversion, familiarity, and the comfort of known brands in complex B2B buying scenarios.
To be fair, many marketers are too fixated on promotion and not enough on the other P’s – product, price, and place. So a renewed focus on product is welcome. But a better product alone doesn’t always win. History is full of superior products that lost out to the brand with better recall.
As a side note, it’s worth remembering that Amazon is one of the UK’s biggest advertisers. The very platform used as proof that branding is less relevant is also investing heavily in emotional, storytelling-led campaigns across mass media.
Video: Concrete Jungle. © Amazon. Originally published on Amazon’s official YouTube channel. Used here for commentary and educational purposes only. No affiliation or endorsement is implied.
B2B brand recall starts with distinctiveness
One of the strongest counters to the “death of brand” argument comes from Jenni Romaniuk of the Ehrenberg-Bass Institute. Her work on Category Entry Points (CEPs) and distinctive brand assets has reshaped how we think about brand effectiveness – especially in B2B.
While others have written great rebuttals, like Shann Biglione’s “Those that Predict the Death of Brand Don’t Understand It,” it’s Romaniuk’s evidence-led approach that stands out.
She argues that the strongest brands aren’t just known. They are remembered in the right moments. And that starts with linking your brand to relevant Category Entry Points – the cues and situations that trigger purchase decisions. You can read more on how distinctive brand assets support recall in B2B.
These moments are not always rational or product-led. They are emotional, contextual, and often messy. The best product in the world means little if it doesn’t come to mind when the buyer is ready to act.
Jon Lombardo, one of Romaniuk’s co-authors, puts it this way:
Even in search, buyers show a bias toward brands they already know. That’s the power of B2B brand recall.
Brain Engine Optimisation
This isn’t SEO. This is BEO – Brain Engine Optimisation.
It means showing up in memory, not just in search results. And that starts with building strong associations through consistent use of distinctive brand assets.
These are the logos, colours, phrases, and visual cues that stick in your mind. They help buyers feel like they’re in the right place when they see your brand – and in the wrong place when they don’t.
Romaniuk and Lombardo offer a brilliant example to illustrate:
This header image was generated using AI (Midjourney) for illustrative purposes. Used under commercial licence.
Imagine you’re a tourist in Dublin.
You walk into Mulligans, a fabled 168-year-old pub.
The barman asks what you’d like to drink.
Do you pull out your phone and Google it?
Of course not. You search your memory.
And what pops up?
Not Blue WKD. You thought of Guinness.
Because branding isn’t about instant conversions. It’s about building long-term memory structures that influence future decisions. Especially in B2B, where the buying cycle is longer and the stakes are higher.
So what about construction?
Construction marketers actually believe they are doing well in this area. TruthScore™ data shows that construction brands claim an average of seven distinctive brand assets, with 21% saying they have ten or more.
That’s impressive. Even Guinness – one of the most distinctive brands on the planet – only has five, according to Mark Ritson. But there’s a difference between having assets and using them effectively.
Most brands would benefit from an honest audit. What truly sets you apart in the minds of your buyers? And are those signals being reinforced often enough, in the right contexts?
If the answer is unclear, it might be time to test your brand memory.
TruthScore™: Ready to test your B2B brand recall?
Want to know how your brand is really performing in the minds of your buyers?
Take the TruthScore™ assessment and get a clear read on your brand’s distinctiveness, relevance, and recall. It’s quick, evidence-led, and designed for B2B marketers who want to stand out when it counts.
Further reading
Brand assets are important in B2B marketing – Adweek
Still have questions? We’ve answered some common ones below:
Frequently asked questions
Awareness means someone has heard of you. Recall means they think of you unprompted when it counts. In B2B, where decisions are high-stakes and often delayed, recall is what gets you shortlisted when the moment of need arrives.
Yes – perhaps even more so. These gatekeepers default to names they trust or recognise, especially under pressure. Strong brand memory means you’re more likely to be specified without having to outspend competitors at every step.
Not entirely. Digital targeting helps deliver messages, but if your brand doesn’t already live in someone’s memory, those messages won’t land. It’s the difference between showing up and being expected.
CEPs give you a strategic edge by mapping how and when people buy – not just who they are. When you align your messaging to specific scenarios (e.g. “We need this tomorrow”), you increase your chances of being recalled when it actually matters.
Trying to say too much, too often. Overloading people with features or mixed messages weakens recall. The most memorable brands are single-minded in how they show up.
Fewer, used well. If your assets aren’t consistent, they won’t stick. Guinness doesn’t need 20 assets – it uses five flawlessly. Clarity beats clutter every time.
Track more than impressions or reach. Look at brand lift, prompted vs unprompted recall, or even better – use TruthScore™. It’s designed to benchmark how memorable and distinctive your brand really is in your category.
