Why shouldn’t B2B marketing be creative? That’s the question that has driven McKee’s career as a marketing consultant, and it’s the driving force behind this book.

Arguing (convincingly) that much B2B branding is lazy and mediocre, McKee sets out a practical process for encouraging B2B companies to think about their brands and how they could develop, before explaining how a B2B brand can be rolled out across a range of media.

If you work for B2B companies, this is an essential read. You’ll never accept an ad featuring people shaking hands or the word ‘solution’ again…