Industrial branding using digital media : case: The Switch

Abstract

The shift from traditional marketing channels to the digital channels has been rapid which has generated new challenges and opportunities for business-to-business (B2B) communication and brand building processes. In general, studies of B2B branding are scarce, since branding has been approached as a business-to-consumer (B2C) function. In future B2B branding and brand management may well become a critical success factor in the market, since competition brought by globalization and market liberalization assisted by the internet revolution.

This research will combine these previously presented themes; B2B branding and digitalization, and hence try to understand the phenomena of industrial branding in the digital age. The main objective of this study is to enhance understanding of how to build an international industrial brand with digital media. The research is descriptive and explorative in nature and conducted from the company management perspective. The phenomenon is approached through one case study concerning a Finnish-based growth company called The Switch. The Switch is also a great example for other young Finnish companies who need to be encouraged to think big and pay attention to marketing and communication as a strategic asset.

The findings of this study suggest that it is beneficial to build an industrial brand in the digital environment in a consistent manner, as a strategic asset by integrating genuinely different operational functions. Branding should be market driven but diligently consider the company’s internal capabilities and affairs. To keep the brand relevant and active, branding should be seen as an ongoing process requiring continuous adjustment of the brand through monitoring of the environment and reacting to weak signals. In the age of digitalization, branding should include planning, coordination and participation rather than controlling. Branding in the digital age requires stories to be told, not marketing messages to be sent.