Creating a $100Bn global B2B brand and business


A world leader in consumer electronics, only 7% of revenues were generated from B2B. The corporate strategy goal was to raise this to 23% by 2020, representing $100 Bn in B2B revenue.

Our challenge was to create a global, enterprise B2B brand strategy that would resonate with businesses of all sizes in the key categories of Hospitality, Retail, LTE, Printers and Lighting solutions.


Ogilvy Consulting worked with the Client’s Global Marketing Organization to translate their new B2B solutions into marketing value propositions for the five key solutions areas they had chosen to invest in. We developed brand positioning for each, and a new global corporate brand platform that allowed this Brand to compete with the world’s best-known B2B brands. By 2016 B2B represented 10% of Company sales and is on track to reach 25% in 2020.

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