Ashish Verma, Global Head of Creative and Bloomberg Media Studios.Businesses across industries are navigating an increasingly uncertain landscape. Economic volatility, evolving trade policies and a renewed focus on efficiency are reshaping how companies operate and compete, leaving brands grappling to realign in an era of shifting priorities.
How brands respond to these changes, whether they lean in or retreat, will determine their relevance and success in the months ahead.
For business-to-business (B2B) brands, the stakes are especially high. Fear of alienating customers and pressure from investors often paralyse decision-making, leading companies to avoid risk at all costs. But inaction comes with consequences.
Research shows that 96 per cent of marketing leaders believe B2B brands should be bold, provocative and forward-thinking, according to The Power of Provocation report. Playing it safe doesn’t just stifle innovation, it renders brands invisible at a time when standing out is essential.
Three guiding principles can help B2B brands rise above the uncertainty and drive success in 2025:
1. Make trust your North Star
Trust is the cornerstone of brand building, especially in B2B. According to Bloomberg Brand Accelerator,
trust begins with transparency and authenticity.
Brands that understand their audience as people with values, challenges and aspirations will be the ones to earn their interest not just when it comes to getting their attention but also when it’s time to make a purchase decision.
Building brand trust has never been more intertwined with driving demand for your brand. Trust isn’t built overnight, but every interaction, message and decision contributes to positioning your brand as a reliable, understanding partner.
For example, Red Sea Global, Saudi Arabia’s regenerative tourism destination, recognised that earning trust required more than visibility; it demanded sustained transparency and authenticity.
Through a partnership with Bloomberg Media, we built credibility via thought leadership events and human-centric storytelling.
By spotlighting regeneration through real stories, we reshaped perceptions and forged meaningful connections with a high-net-worth global audience.
2. Context changes everything
Where your brand shows up matters as much as what it says. In times of uncertainty, many B2B brands retreat, worried about seeming out of touch.
But the data doesn’t support this approach. Decision-makers seek partners they can rely on during this time. Instead, brands that partner with credible platforms and authoritative voices not only stay visible but also amplify their impact.
According to Bloomberg Media’s Corporate Reputation Study, a majority of global business leaders see ‘partnerships with reputable organisations’ as one of the top three challenges in building a strong corporate reputation.
Strategic, authentic and consistent presence, backed by trust, keeps your brand top of mind.
3. Reclaim the art of storytelling for B2B marketing
The old rules of B2B marketing no longer apply. Today’s audiences, whether at work or at home, expect creativity, emotion and human connection. Storytelling isn’t a luxury; it’s essential to breaking through.
As major networks scale back content – the number of new US television shows dropped 7 per cent in 2024 and 17 per cent in 2023, according to Luminate – brands have a growing opportunity to step in and co-create the next wave of programming.
Injecting cultural relevance, whether through humour, drama, or deeply personal narratives, enables brands to tell stories that reflect their values and connect on a deeper level.
Periods of upheaval are when true leaders emerge. In today’s cluttered and competitive media environment, capturing attention isn’t just important – it’s everything.
The brands that earn trust, remain visible and tell meaningful stories won’t just survive – they’ll thrive.
By Ashish Verma, Global Head of Creative and Bloomberg Media Studios.
