Many B2B companies, after years of making stable and massive profits, suddenly decide to launch their own consumer brands—often under the grand strategy of B2B2C. But let’s be real… this is often a comedy of errors. Why? Let’s break it down.
❌ Why B2B2C is a Laughable Strategy
💡 1️⃣ B2B and B2C Are Fundamentally Different Games
B2B and B2C operate on completely different business logics. Simply spinning off an independent business unit (BU) to enter the consumer market isn’t enough. Unless the entire decision-making team is replaced with leaders who truly understand consumer brands, every ROI calculation will give traditional B2B stakeholders a heart attack.
🔥 2️⃣ Great Consumer Brands Are Born from Founders, Not BU Targets
The most iconic consumer brands were built on a founder’s unwavering vision, not a BU leader’s quarterly KPI. No matter how well-structured a corporate machine is, it cannot manufacture emotional connection the way a passionate founder can. Every legendary consumer brand has a visionary founder, not an obedient BU manager.
📉 3️⃣ The Economic Logic Simply Doesn’t Work
Let’s do the math:
✅ Top consumer brands hold 80% of the market.
✅ Top B2B companies serve 80% of these brands.
🚫 If B2B companies try to go downstream and build their own consumer brands, they will cannibalize their own clients, reducing overall market profitability. This violates the fundamental rules of free-market competition.
🚀 So, What Should B2B Companies Do Instead?
At Wantun Media, we believe B2B companies should stop wasting time on C-end branding and stop competing with their own customers. Instead, they should focus on:
✅ Deeply communicating their core value to their clients
✅ Enhancing brand credibility & thought leadership
✅ Maximizing influence within the B2B ecosystem
If you’re a B2B company looking to build a smarter marketing strategy, let’s talk.
📧 contact@wantunmedia.com
🌍 www.wantunmedia.com
Let’s build the right strategy together! 🎯
Wantun Media 