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What if Nike advertised like a B2B brand? “87% of barefoot runners say Nike solves their problems” Or: “Nike offers an extra of 3cm of sole in its shoes” Nike knows that competitor features are almost identical, or at least not different enough to be the purchase-driving decision. Sounds familiar? This is a concept that most B2B brands fail to understand, the best product is not the winning one. Just like most running shoes or active wear offer the same features, the same goes for all-in-one software products, business automation, cloud solutions, accounting tools, AI products or almost any B2B product and service out there today. That's why you'll never see Nike boasting about the rubber in their running shoe soles, windproof materials, or any other specific product feature. They understand that some battles are not worth fighting. Instead, their focus is on evoking emotion and inspiring people to go out and, “Just Do It.” The B2B Institute at LinkedIn calls this ‘The Product Delusion.’ The delusion that your B2B product is way superior to all others, and even more importantly, than customer care. This is where the magic of brand comes into play. Branding isn't a strategy reserved to B2C brands with cool Instagrammable products. In fact, one could argue that average products in a competitive landscape require even more branding to be top-of-mind before any other competitor. It’s a perception game, and we buy into it. Herbert A. Simon's concept of "Satisfying" describes how people often settle for 'good enough' rather than seeking the perfect choice, especially in complex decisions. This is evident in B2B decision-making where buyers tend to stick with familiar brands rather than exploring every option. Once again, winning brands are the ones able to be top-of-mind in a moment of need. This highlights the power of simple, memorable brand narratives in any market, B2B or B2C. Rather than striving for product perfection, marketers should focus on making their brand easily memorable. Cognitive ease, delivered through stories, characters, and slogans, are all key in making a brand sticky in our brains. In summary, Nike's marketing success offers a valuable lesson for B2B marketers: focus on building a strong, memorable brand, as it is often the most familiar brand and not necessarily the superior product that wins the brains. [A repost article inspired by Mimi Turner 's "The Product Delusion"]

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