Subscriber Exclusive 
How one B2B giant found the ‘perfect solution’ to its brand architecture problem
A complete overhaul of its brand architecture is just one of the ways RS Group is embracing the new role that marketing has to play in the B2B business.
B2B brands are embracing marketing like never before – and it’s changing the face of the industry.
RS Group had never hired a CMO before Jon White joined the business right at the start of the pandemic. You could even say it lacked any real joined-up marketing thinking. The company realised it needed a “different marketing approach” when it went from being solely a distributor of electrical components to more of a business solutions partner to its customers.
