Brand is one of those words that can clear a room in a B2B company faster than almost anything else. The moment you say it, someone in the C-suite starts thinking about pipeline, not long-term equity. I know that instinct well. But in this episode, I want to make the case, through two genuinely sharp practitioners, that brand is not the soft stuff. It is what makes everything else in your marketing work harder, and how to make your brand an even stronger asset. I have two guests for this episode. I’m joined by Arushi Awasthi, Director of Brand and Communications at Innovaccer, who lays the foundation for why B2B healthtech companies cannot afford to treat it as an afterthought . Then, Rebecca Whaley, Senior Vice President of Marketing at Nordic, shares how to actually revitalize and operationalize your brand inside a complex healthcare organization. Rebecca joined Nordic about six months ago and immediately did something most marketers skip: she commissioned a rigorous, third-party brand study across 300 healthcare executives in multiple markets before touching a single thing. What she found, and what she did about it, is a genuine masterclass in how to revitalize a brand the right way. Between these two conversations, you will come away with a clear framework for thinking about brand as organizational infrastructure, a practical model for auditing where your brand actually stands, and a step-by-step picture of what a disciplined brand revitalization looks like from the inside. If you are wrestling with how to make the case for brand investment, or you have just inherited a brand and are figuring out where to start, this episode is for you. Key Topics Covered: "(00:00:00)" Introductions"(00:01:17)" Why brand is often misunderstood in B2B"(00:03:32)" Arushi Awasthi on brand as the spine of an organization"(00:06:55)" Innovaccer's positioning strategy"(00:09:58)" The role of media relations and customer success stories"(00:11:17)" Rebecca Whaley's approach to brand studies"(00:14:48)" Identifying the nascent brand"(00:16:52)" The Framework: Breaking down brand into perception, visibility, and influence."(00:19:59)" Reclaiming the brand voice"(00:24:29)" Why a rebrand cannot fix a fundamental organizational favorability problem."(00:26:55)" Moving thought leadership from buzzwords to a clear point of view."(00:28:14)" Five key takeaways for healthtech marketersIf you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. Follow me on LinkedIn. Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.
