B2B has never had more digital tools. Yet somehow, less imagination. For all the talk of transformation, much of what fills our feeds still looks and sounds the same.
In B2B, creativity is often treated as a risk, not an advantage. Brands chase rational proof instead of emotional connection. They follow the formula that feels safe. The one everyone else is using, because it looks “right.”
The irony is that in trying to avoid being wrong, they all end up looking the same. Add in the pressure of quarterly metrics and campaign dashboards, and imagination gets squeezed out entirely. What’s left are digital channels full of polished, predictable content optimised for clicks but forgotten just as quickly.
When brands start treating digital as a creative medium, not just a delivery channel, everything changes. Suddenly it’s not about assets or outputs, it’s about stories. Stories that create meaningful engagement because they connect with people, not just personas.
At HB, we believe brands live in brains. That’s where recognition, trust, and loyalty are built; through ideas that stick. Digital gives us more ways than ever to make that happen. It can turn a scroll into a spark, a click into curiosity, a campaign into conversation.
But that only happens when brands are willing to be braver. Too often, “B2B” becomes an excuse to play it safe; to sound corporate, to look familiar. The brands that stand out are the ones that break that pattern. They use digital to make creativity feel human again.
Digital has given B2B brands more reach, more data, and more possibilities than ever before. But it’s also made it easier to blend in. Creativity is still the ultimate differentiator; the thing that makes brands memorable, not just measurable.
If your digital work looks like everyone else’s, maybe it’s time to think differently.
Read the full article on New Digital Age → Digital creativity: the missed opportunity for B2B brands