Brand building from the ground up: Utilities, B2B, and the power of starting fresh
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Brand building from the ground up: Utilities, B2B, and the power of starting fresh
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About this listen
When customers barely notice your brand, how do you earn trust and drive action without a big budget?
David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.
What you’ll learn
- Story-first tactics to grow affinity when you can’t outspend competitors
- How to pick metrics when revenue isn’t the right KPI
- A simple framework for masterbrand naming that reduces buyer confusion
- Low-cost research loops using analyst feedback to de-risk positioning
- Practical steps for the first 60–90 days leading a new function
- Leadership habits that sustain momentum: trust, transparency, humility
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