B2B branding is simple when the focus is on building trust, proving credibility and simplifying solutions. For Glanbia we took this approach and demonstrated each of these aspects in a new theme called—Glanbia In Action. Timing, delivery channel, reason to care and format were all part of the recipe. Each tactic was addressed through context and relevance. Audience segmentation by role or persona to understand their needs and deliver broad, intriguing and inspiring brand messages and experiences supported by unique examples of Glanbia’s proven “been there, done that” stories, grounded in authenticity.