{"id":531,"date":"2025-04-29T11:51:32","date_gmt":"2025-04-29T09:51:32","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&p=531"},"modified":"2025-04-18T14:48:10","modified_gmt":"2025-04-18T12:48:10","slug":"what-if-nike-used-b2b-as-a-branding-lesson-for-ingredient-brands","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/et-si-nike-faisait-du-b2b-une-lecon-de-branding-pour-les-marques-dingredients\/","title":{"rendered":"What if you thought about your ingredients the way Nike does?"},"content":{"rendered":"

What if your food ingredients brand stopped talking about protein, fibre and process, and started inspiring? And what if, like Nike, you built a memorable brand, rather than a meticulous product pitch? In a market saturated with technical innovations, the real difference may lie not in what you offer, but in how your customers perceive it.<\/strong><\/p>\n\n\n\n

Stop believing that the best product always wins<\/strong><\/h2>\n\n\n\n

The document \u201cWhat if Nike did B2B?<\/em>\u201dof Martin Zarian<\/a>, The Nike campaign is based on a powerful analogy: imagine if Nike communicated like a B2B brand. Cold, factual, technical messages like \u201c+3 cm sole\u201d, \u201cself-locking laces\u201d, \u201cwaterproof fabric\u201d or \u201c87 % of runners say Nike meets their needs\u201d. A cartoon that hits the nail on the head<\/strong>.<\/p>\n\n\n\n

In B2B, and particularly in the world of food ingredients, this approach is still dominant: the percentages of active extracts, clinical studies, fermentation processes or certifications are touted<\/strong>. However, as The B2B Institute at LinkedIn<\/em> in its report \u201cThe Product Delusion\u201d<\/a>, The belief that customers rationally choose the best product is wrong. The most memorable brands win.<\/strong><\/p>\n\n\n\n

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In a world where most ingredients are technologically comparable, it's perception that makes the difference.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

The illusion of a superior product: a common trap in ingredients<\/strong><\/h2>\n\n\n\n

Let's be honest: in the ingredients sector, few solutions are objectively revolutionary<\/strong>. Plant proteins, prebiotic fibres, botanical extracts, lactic ferments... Innovations are often incremental, and the gaps between competitors are minimal.<\/p>\n\n\n\n

And yet companies continue to invest most of their energy in detailing technical specifications, concentrations and galenic matrices. And the result? A sea of interchangeable speeches with no personality or vision.<\/strong><\/p>\n\n\n\n

Let's take a concrete example: how many plant protein suppliers claim to offer improved digestibility, optimised bioavailability and a neutral sensory profile? Almost all of them.<\/p>\n\n\n\n

What if, instead, you said:<\/p>\n\n\n\n