Overlooked no more: new report delves into the world of B2B branding

27 August 2019

Zurich-based branding consultancy Creative Supply–in collaboration with the École Polytechnique Fédérale de Lausanne (EPFL) EMBA– has announced the release of a new report on branding that eschews the traditional focus on consumer-facing companies, and offers fresh new perspectives for B2B companies in Switzerland and abroad. The report will be published mid-September.

The “Perspectives on B2B branding” report is the first ever to offer both a focus on B2B companies as well as trends and insights relevant to a Swiss audience. Its purpose is to provide readers with a better understanding of how B2B branding is evolving in Switzerland, how it affects all businesses, and why a strong brand can help companies grow.

The report provides extensive input from executives at leading Swiss B2B companies (SIX, GF, Holcim, among others), as well as original research and learnings from Creative Supply. The company has built a strong reputation over the years as a leading partner for B2B companies looking to build or rebuild their brand strategy, working with customers such as ABB, Cemex and Strausak.

The resulting insights are split into two parts. The first highlights 6 major trends shaping B2B branding practices in Switzerland and abroad, including employer branding and the benefits–and limits–of Swissness. The latter half of the report focuses on a series of 5 actionable steps B2B companies should take to start building a better brand strategy, from leveraging intellectual property to embracing co-creation.

The report was made possible thanks to help from the faculty of the prestigious EPFL EMBA programme. Members of the faculty helped support the creation of the report, and the school will assist in its distribution through a series of events, with details to be announced soon.

About Creative Supply

Creative Supply is a Zurich-based company specialised in brand strategy. Blending creativity with business strategy, Creative Supply helps people and organisations transform their brand in order to reach their goals. Its diverse list of consulting clients covers industries ranging from manufacturing to hospitality and education, and includes household names such as UBS, Kempinski and Lancôme. Creative Supply also offers thousands of people the opportunity to expand their knowledge – from mastering the art of storytelling to building their personal brand – through its Academy.


Based in Switzerland, at the forefront of global innovation, EPFL’s EMBA is the longest running European EMBA focused on technology and innovation management. Since 1998, its hands-on approach combines innovative thinking with strategic management skills. The programs equip participants to lead a tech-oriented workforce, foster a culture of innovation and lead businesses from ideas to commercialization.