{"id":9004111224892421,"date":"2024-11-15T18:04:15","date_gmt":"2024-11-15T18:04:15","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/resources\/?post_type=resources&#038;p=9004111224892421"},"modified":"2024-11-15T18:04:15","modified_gmt":"2024-11-15T18:04:15","slug":"overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/","title":{"rendered":"Overcoming the Unique Challenges of B2B Branding with Jim Pietruszynski"},"content":{"rendered":"<audio class=\"wp-audio-shortcode\" id=\"audio-9004111224892421-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/mcdn.podbean.com\/mf\/web\/jiuhpjym2skjte8w\/Jim_Pietruszynski_Final_mixdown9m0wt.mp3?_=1\" \/><a href=\"https:\/\/mcdn.podbean.com\/mf\/web\/jiuhpjym2skjte8w\/Jim_Pietruszynski_Final_mixdown9m0wt.mp3\">https:\/\/mcdn.podbean.com\/mf\/web\/jiuhpjym2skjte8w\/Jim_Pietruszynski_Final_mixdown9m0wt.mp3<\/a><\/audio>\n<p>In this episode of Product Chats, <a href=\"https:\/\/www.linkedin.com\/in\/jim-pietruszynski-4a30836\/\" target=\"_blank\" rel=\"noopener\">Jim Pietruszynski<\/a>, CEO of <a href=\"https:\/\/www.soulsight.com\/\" target=\"_blank\" rel=\"noopener\">SoulSight<\/a>, joins host Rebecca Kalogeris to share insights on creating emotive brands that connect with audiences and move them to action. Jim emphasizes that activating a brand\u2014bringing its identity, values, and messaging to life\u2014is critical in both B2B and B2C contexts. He explains how this process builds trust with customers, employees, and stakeholders.<\/p>\n<p><strong>Key Takeaways:<\/strong><\/p>\n<ol>\n<li><strong>Communicating a Brand in B2B:<\/strong> Discover why brand marketing is especially vital in B2B environments, where numerous internal touchpoints shape external perceptions.<\/li>\n<li><strong>Building for the Long Term:<\/strong> Learn how to avoid shortcuts like over-reliance on influencer marketing and focus on strategies that drive sustained growth.<\/li>\n<li><strong>Creating Change in Risk-Averse Organizations:<\/strong> Jim shares actionable advice on testing brand updates within specific segments to minimize risk and gain buy-in.<\/li>\n<li><strong>Human-Centered Branding:<\/strong> Explore the art of aligning brand storytelling with human truths to create deeper emotional resonance with audiences.<\/li>\n<\/ol>\n<p><strong>Guest Bio:<\/strong><br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/jim-pietruszynski-4a30836\/\" target=\"_blank\" rel=\"noopener\">Jim Pietruszynski<\/a> is the CEO of <a href=\"https:\/\/www.soulsight.com\/\" target=\"_blank\" rel=\"noopener\">SoulSight<\/a>, a leading brand design agency with more than 30 years of experience creating emotive and impactful brands. With a background in graphic design and cultural anthropology, Jim brings a unique perspective to branding, emphasizing the importance of storytelling and emotional engagement. Under his leadership, SoulSight has evolved into a full-service agency that partners with global giants like Kraft Heinz, Coca-Cola, and Pfizer.<\/p>\n<p>Jim is passionate about helping brands communicate their identity and values to connect with audiences authentically. He is a sought-after thought leader who welcomes connections from professionals looking to elevate their brand strategies.<\/p>\n<p><strong>ABOUT PRAGMATIC INSTITUTE:<\/strong><br \/>\nSince 1993, Pragmatic Institute has provided training and professional development for product professionals. Our comprehensive methods and Pragmatic Framework equip professionals with the skills to accelerate innovation, increase customer satisfaction, and bolster revenue. We offer online, in-person, and on-demand courses taught by industry experts with decades of experience.<\/p>\n<p><strong>EPISODE LINKS:<\/strong><\/p>\n<ul>\n<li>Learn more about how to boost your PM skills with <a href=\"https:\/\/www.pragmaticinstitute.com\/workshops\/\">our courses<\/a><\/li>\n<li>Explore our <a href=\"http:\/\/www.pragmaticinstitute.com\/product\/\">training and certification paths<\/a><\/li>\n<li><a href=\"https:\/\/www.pragmaticinstitute.com\/about-pragmatic\/\">Learn about Pragmatic Institute<\/a><\/li>\n<li>Subscribe to our <a href=\"https:\/\/www.youtube.com\/channel\/UCNJI2Tv2yxOLBI02nyJoprA\" target=\"_blank\" rel=\"noopener\">YouTube Channel<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>In this episode of Product Chats, Jim Pietruszynski, CEO of SoulSight, joins host Rebecca Kalogeris to share insights on creating emotive brands that connect with audiences and move them to action. Jim emphasizes that activating a brand\u2014bringing its identity, values, and messaging to life\u2014is critical in both B2B and B2C contexts. He explains how this [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9004111224892422,"menu_order":0,"template":"","categories":[],"tags":[],"content-series":[],"content-format":[9004111223044228],"framework-box":[],"vertical":[131],"ppma_author":[1262],"class_list":["post-9004111224892421","resources","type-resources","status-publish","has-post-thumbnail","hentry","content-format-podcast","vertical-product","author-pragmatic-institute-expert-training-for-data-design-product"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski<\/title>\n<meta name=\"description\" content=\"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski\" \/>\n<meta property=\"og:description\" content=\"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/\" \/>\n<meta property=\"og:site_name\" content=\"Pragmatic Institute - Resources\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/\",\"name\":\"Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski\",\"isPartOf\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg\",\"datePublished\":\"2024-11-15T18:04:15+00:00\",\"description\":\"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg\",\"contentUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg\",\"width\":1280,\"height\":720,\"caption\":\"Product Chats with Pietruszynski\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Resources\",\"item\":\"https:\/\/www.pragmaticinstitute.com\/resources\/resources\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Overcoming the Unique Challenges of B2B Branding with Jim Pietruszynski\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#website\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\",\"name\":\"Pragmatic Institute\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#organization\"},\"alternateName\":\"Pragmatic\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.pragmaticinstitute.com\/resources\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#organization\",\"name\":\"Pragmatic Institute\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png\",\"contentUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png\",\"width\":216,\"height\":224,\"caption\":\"Pragmatic Institute\"},\"image\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski","description":"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/","og_locale":"en_US","og_type":"article","og_title":"Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski","og_description":"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.","og_url":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/","og_site_name":"Pragmatic Institute - Resources","og_image":[{"width":1280,"height":720,"url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/","url":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/","name":"Overcoming the Unique Challenges of B2B Branding | Jim Pietruszynski","isPartOf":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage"},"image":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage"},"thumbnailUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg","datePublished":"2024-11-15T18:04:15+00:00","description":"Jim Pietruszynski explains the power of brand activation in fostering emotional connections. Learn strategies for B2B brand activation and long-term growth.","breadcrumb":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#primaryimage","url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg","contentUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2024\/11\/Jim-Pietruszynski.jpg","width":1280,"height":720,"caption":"Product Chats with Pietruszynski"},{"@type":"BreadcrumbList","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/overcoming-the-unique-challenges-of-b2b-branding-with-jim-pietruszynski\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.pragmaticinstitute.com\/resources\/"},{"@type":"ListItem","position":2,"name":"Resources","item":"https:\/\/www.pragmaticinstitute.com\/resources\/resources\/"},{"@type":"ListItem","position":3,"name":"Overcoming the Unique Challenges of B2B Branding with Jim Pietruszynski"}]},{"@type":"WebSite","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#website","url":"https:\/\/www.pragmaticinstitute.com\/resources\/","name":"Pragmatic Institute","description":"","publisher":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#organization"},"alternateName":"Pragmatic","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.pragmaticinstitute.com\/resources\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#organization","name":"Pragmatic Institute","url":"https:\/\/www.pragmaticinstitute.com\/resources\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/","url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png","contentUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png","width":216,"height":224,"caption":"Pragmatic Institute"},"image":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources\/9004111224892421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/types\/resources"}],"author":[{"embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/users\/2"}],"version-history":[{"count":0,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources\/9004111224892421\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/media\/9004111224892422"}],"wp:attachment":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/media?parent=9004111224892421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/categories?post=9004111224892421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/tags?post=9004111224892421"},{"taxonomy":"content-series","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/content-series?post=9004111224892421"},{"taxonomy":"content-format","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/content-format?post=9004111224892421"},{"taxonomy":"framework-box","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/framework-box?post=9004111224892421"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/vertical?post=9004111224892421"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/ppma_author?post=9004111224892421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}