Moving from B2B to B4B: A New Code for B2B Brands


Could a subtle change in the way you think increase your potential as a B2B brand?

For example, consider the difference between business-to-business (B2B) and business-for-business (B4B).

B2B: Business-to-business suggests two separate and different entities, one “selling” to the other.

B4B: Business-for-business suggests many companies in a value chain working toward a common goal of ever-greater end-customer satisfaction.

A shift to a B4B stance means making your brand known as one that embraces the shared interests of all the businesses and people who will benefit from a stronger and more purposeful collective effort. It is the B2B brands that foster greater knowledge exchange, instigating more active collaboration and fostering stronger alliances.

Of course, I’m not talking about underhanded market collusion. Rather, I am promoting the idea of aligning the interest, energy, and capacity of the individual contributors to an ultimate customer solution for the greater benefit of all.

This requires a meaningful intent, an empathetic attitude and new behaviors on the part of your brand and its people.

B2B may be your mode.

B4B should be your code.

Emotive Brand is a San Francisco Brand Strategy firm.

Photo Credit






Comments (2)

  1. Wow, this is interesting! Please share more about the transition and what it’s like to be on the other side.

  2. The inclination of b4b towards customer satisfaction is fascinating

Submit a Comment

Your email address will not be published. Required fields are marked *