Marketing keeps shifting, but one thing stays constant: people respond to what feels meaningful.
At IVALO, we help brands turn strategy into behaviour – the kind people notice, remember, and come back to. In this issue: why behaviour beats branding, how emotion powers B2B growth, and why creativity is still the antidote to low attention.
INSIGHT 1
Beyond the Logo
Your logo is just the invitation – if even that. The real brand lives in the experience that follows. Geetanjali Bhattacharji argues that brand equity is no longer built in campaigns, but in moments — each interaction shaping trust, emotion and meaning in real time. In this view, consistency becomes the strongest brand asset you have.
What works?
- Build ecosystems, not bursts. Think repeatable experiences, not campaigns.
- Stay culturally fluent. Relevance is earned locally, not centrally.
- Design for emotion. Track impact through feeling, not just awareness.
Read More
WARC: Beyond the logo: Why your brand’s experience is your only real asset
INSIGHT 2
How B2B Brands Build Devotion
B2B brands have mastered logic, but not love. James Kyte argues that the next wave of B2B growth comes from fandom — building belief, community and pride, not just pipelines. The strongest B2B brands now act more like movements (think Salesforce Trailblazers) than marketing programs.
What works
- Lead with belief. Anchor programs in shared purpose, not products.
- Build community energy. Create spaces where customers learn, contribute and get recognized.
- Shift from clicks to trust. Treat customers as co-creators, not just leads
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The Drum: The new B2B power play: turning customers into fans
INSIGHT 3
When Spending Soars and Results Don’t
Andrew Tindall from System1 has bad news: global ad spend is heading toward $1 trillion, but effectiveness is falling fast. Campaigns are less emotional, less memorable and, frankly, more boring.
We’ve traded showmanship for salesmanship – too many facts, not enough feeling. Digital’s short-term metrics reward clicks over creativity, flooding audiences with weaker ads. Clutter has doubled in 15 years; emotion has halved.
The fix? Slow down, make work that moves people, and commit to ideas that build over time. Creativity still drives three-quarters of marketing success.
What works?
- Bring back emotion. Feeling drives memory, memory drives profit.
- Play the long game. Efficiency doesn’t equal effectiveness; stay consistent.
- Make fewer, better ads. Distinctive ideas beat endless impressions.
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The Drum: We’ve never spent more on advertising. It’s never done less for us