Solving for B°

Most B2B companies think they know why customers choose them. They are usually wrong. Bo, Charity, and Donovan from Brand Extract dig into why skipping the insight step costs companies more than they realize, and what it actually looks like to build a brand strategy around commercial outcomes rather than creative deliverables.

The conversation moves from qualitative research and the gap between what executives believe and what customers experience, to the systems thinking required to turn brand work into measurable business growth. The team challenges the habit of treating marketing as a cost center and makes the case for why it belongs at the center of every growth conversation.

The bigger question the episode leaves open: if insight without execution is just information, what does it take to build the full system, and who in your organization is actually accountable for closing that loop?

Key Takeaways

• Why the gap between what executives believe and what customers actually value can be the most expensive blind spot in a business
• How qualitative research uncovers the emotional drivers that numbers alone will never reveal
• What separates vanity metrics from the leading indicators that signal real commercial momentum
• Why treating marketing as an isolated function, rather than a connected system, is where most strategies fall flat
• How to benchmark brand performance against the market, not just against your own past results
• Why insight without execution is just information, and what it takes to close the loop

 

Timestamps

0:00 - Introductions and episode setup
2:30 - What insight really means beyond a kickoff meeting
6:30 -  Qual vs. quant and the emotional drivers behind decisions
11:00 -  What gets missed when brands skip the insight step
18:00 -  Defining impact and measuring what moves the business
32:59 -  Benchmarking brand against the market, not just yourself
33:59 -  Closing thoughts on execution and standing for something

Today, we’re discussing what CEO’s should expect from marketing in 2025. This year, marketing has undergone a dramatic transformation, with new technologies emerging as powerful tools for marketers. Meanwhile, customer expectations are shifting rapidly, and market dynamics are evolving at a similar pace. So with such high stakes, what should CEOs expect from marketing departments?

As markets continue to change, customers expect more, and competitors are moving faster. So, how does a company evolve without losing what made your brand popular in the first place? In this episode, we discuss why legacy brands need to evolve to meet the needs of their audience. Then, we share practical examples for modernizing a legacy brand. 

Is your brand ready to weather an economic downturn? In this episode of Solving for B, we break down what it takes to not just survive—but thrive—when the market shifts. You’ll learn how to cut through the noise, meet changing customer needs, and build loyalty through brand trust. Plus, find out how to outmaneuver competitors who go quiet when times get tough.

Your business might offer the best products and services, but none of that will matter if you lack brand awareness. In this podcast, Chris, Charity and Bo discuss the importance of brand awareness in the B2B landscape. Discover brand awareness tactics, channels and benefits, and learn about the differences in application between B2B and B2C.

Your brand voice is more than just the words you use, it's how your brand communicates and resonates with your audience. In this podcast, Chris, Cynthia and Jonathan Fisher delve into what a brand voice is and break down the creation process. Explore how your brand's positioning influences your brand voice, how your brand voice impacts customer loyalty and what you need to do to keep your brand's voice consistent.

Most brands want to be a market leader, but do they understand what it means to be a leader brand? In this podcast, Chris, Bo, Charity and Cynthia delve into the unique challenges and advantages of being a “leader brand”. Explore the strategic risks of being a leader brand, the rewards that come from it, how leader brands maintain their position over time, and some of the pitfalls of being a leader brand.

Brand marketing and performance marketing are each crucial tools to drive results for your company. But how should you use each, and when should you use one over another? In this podcast, Chris, Bo and Charity sit down to discuss the ways brand marketing and performance marketing each contribute to a successful marketing strategy. Learn how each marketing style has its unique purpose, and when they're the best tool for the job.

More and more, companies are realizing that their employees play a major part in supporting and building their brand. As the front line of a brand, the way they align themselves with the mission, vision and values of a brand can have a major impact on the success of that brand's perception in the minds of its customers.

In this episode of the podcast, Chris, Bo, Cynthia and Charity discuss the ways brands rely on employees to deliver their brand vision.

The Pac-12 collegiate conference is soon to be in shambles after eight of its twelve member teams decided to split off to join other conferences earlier this year. Beyond a monumental shift in the world of sports, it presents a unique case study into the ways brands organize themselves and how their priorities are shifting over time. 

In this episode, Chris sat down with BrandExtract CEO and President Bo Bothe to discuss the impact this move will have on fans and brands around the country. Keep reading or listen above to learn why the Pac-12 is collapsing, what its significance for brands is, and what might happen next.