Core Insights - LinkedIn has released a guide on effective B2B branding, emphasizing the importance of maintaining a presence in relevant spaces and ensuring accessibility for potential customers [1][2] Group 1: Importance of Brand Presence - The guide highlights that B2B growth relies on a consistent, credible, and contextual presence across both digital and human touchpoints, similar to the significance of shelf space in B2C [2] - Brands should not treat physical availability as an afterthought but as a critical component of growth, directing marketers on where to focus their efforts [2] Group 2: Key Areas of Focus - The guide identifies three key areas for B2B branding: presence, prominence, and portfolio [6] - Presence involves maintaining visibility where potential customers seek information, while prominence ensures that the brand is easily discoverable [6] - The portfolio aspect emphasizes providing products that meet key customer needs [6] Group 3: Revenue and Channel Strategy - Companies should align their presence with the revenue contribution of each sales channel, ensuring that their brand's revenue reflects the category's channel performance [4] - For instance, if 30% of category revenue is generated through brand websites, the brand should aim for a similar revenue share through its website [4] Group 4: Research and Exposure Opportunities - B2B brands are encouraged to conduct thorough research to understand customer behavior and identify key areas for exposure, such as trade shows [5] - The guide suggests that in-depth research is necessary to accurately attribute performance to various branding elements and to enhance focus on opportunities [5]

Core Insights - Wolters Kluwer has launched the "People of Progress" campaign, an AI-driven branding initiative aimed at enhancing brand recognition and showcasing the transformative power of its technology-led solutions [2][4] - The campaign emphasizes customer success stories, positioning Wolters Kluwer as a dynamic platform for progress across various industries [3][6] - The initiative reflects the company's commitment to sustained brand building as a driver of revenue and growth, integrating data-driven targeting with creativity and expert AI features [4][6] Company Overview - Wolters Kluwer is a global leader in information solutions, software, and services for professionals in sectors such as healthcare, tax and accounting, financial compliance, legal, and corporate performance [2][10] - The company reported annual revenues of €5.9 billion for 2024 and serves customers in over 180 countries, employing approximately 21,900 people [11] Campaign Details - The "People of Progress" campaign will run for over three years and includes various media assets such as video storytelling, digital placements, and immersive event activations [4][7] - The campaign's media strategy began with a test-and-learn approach in the U.S., utilizing paid channels like LinkedIn and programmatic advertising, with insights guiding its rollout [7] Strategic Partnerships - Wolters Kluwer has partnered with Stein and MassiveMusic to create a modern campaign and distinctive sound identity, centered around the Customer Progress Bar as a visual symbol of advancement [5]