Shermika Dunner

B2B companies are investing heavily in digital transformation, eCommerce platforms, AI, customer portals, and modern tech stacks. But none of that matters if customers do not understand, trust, or connect with the brand behind the experience. As AI and digital tools make content, workflows, and buying journeys look increasingly similar, brand may become one of the most important ways B2B companies differentiate. 

This conversation brings together two complementary perspectives: how to use customer, distributor, and end-user insight to shape brand and product strategy, and how to bring legacy customers along as digital channels, portals, and new buying behaviors change the way they interact with your business. 

• Why brand becomes the differentiator as AI makes content and digital experiences more generic 
• How to modernize the buying experience without losing the trust of legacy customers 
• How customer, distributor, and end-user insights should shape brand positioning, product clarity, and digital shelf presence 
• How to reintroduce a legacy brand to existing customers while making it discoverable to new ones