Why We Need a New Formula for Creativity in B-to-B Advertising

Evidenza’s marketing playbook shows how AI and synthetic data help B2B teams learn faster, plan smarter, and ship on‑brand work at scale.

What is quantum marketing? Well, it’s a theory. A grand, unified theory. A way of seeing the world (of marketing). And it’s a theory best explained through a story—a story about the history of the atom. For centuries, scientists believed that atoms worked like this: According to this model, the atom consists of a nucleus and a bunch of adorable little electrons, making neat, predictable circles around that nucleus. Scientists called this the planetary model of the atom because it mimicked the physics at work in outer space. Planets make neat, predictable circles around stars. That’s why the planetary model made so much sense.

Oracle is instantly recognizable by its bold red logo. Salesforce has Astro Nomical, its “warm and welcoming” mascot. Intel has that catchy chime. These are all examples of “brand assets,” and they’re increasingly important to B2B marketing success. At LinkedIn’s B2B Institute, we commissioned one of the biggest studies ever on B2B branding. We partnered with Distinctive BAT, a company that measures and tracks distinctive brand assets, and analyzed more than 300 brand assets from 59 brands across six of the biggest categories in B2B: infrastructure as a service (IaaS), business intelligence (BI), customer relationship management (CRM), cybersecurity, business banking and business insurance.