Brand Masters | Jayati Singh on building a purpose-driven B2B brand

#HTBrandStudioLive | In the B2B world, the brand is synonymous with the company or the product. Increasingly, however, companies are realizing that they need to stand for something.

Highlighting the same, Jayati Singh, Global Head-Marketing, Tally Solutions, says, “You have to build a brand that is associated with certain attributes. You have to communicate your purpose to your customers, no matter how challenging that is.”

Singh also says that B2B brands have to demonstrate domain expertise in order to be considered as a thought leader in the content space.

She is in conversation with Zinia Bhattacharya of HT Brand Studio.

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