If a customer says, “I didn’t know you offered that,” the issue isn’t awareness – it’s architecture. When I worked in category strategy, shelf structure wasn’t aesthetic. It was designed with purpose — to drive penetration, frequency, and share of wallet. In B2B, your portfolio is the shelf. If it isn’t organized to sell, growth stalls.
At Presciant, brand architecture isn’t naming theory – it’s a revenue system.
Transcript: 0:07 If a customer ever says I didn’t know you offered that, that’s not feedback, that’s revenue you already lost. 0:15 Retailers, for example, understand this instinctively. 0:19 You walk into a retailer and you’ll see they organise categories such as snacks or baked goods. 0:24 Strategically, they arrange the brands and products so customers can immediately see what’s available, what goes together and what to buy next. 0:32 Now that structure drives three things penetration, frequency of purchase and share of customer wallet in B to B. 0:40 Most companies are doing the opposite. 0:42 They add offerings over time, new services, new solutions, new acquisitions without a coherent organizing principle and the customer gets confused. 0:51 Sales teams oversell one thing and understand everything else, and growth stalls even with the strongest capabilities. 0:58 Brand architecture isn’t a naming theory, it’s a revenue system. 1:03 If customers can’t see what you sell, how can they buy?