4 in 5 B2B brands blend the f*ck in. I've got the numbers to prove it.
Bonjour bonjour, I'm Louis Grenier: recovering Frenchman, author of Stand The F*ck Out. Roughly once a month I send:
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Ex-host, Everyone Hates Marketers Speaker at Exit Five's Drive 2026, same stage as Seth Godin Book foreword by Joe Pulizzi
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Katelyn Bourgoin, creator of Why We Buy
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Jonathan Stark, author of Hourly Billing Is Nuts
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Harry Dry, creator of Marketing Examples, on the book
The research so far
Nobody knew how many B2B mascots existed. So I counted every single one.
Roughly 30,000 B2B software companies. I went looking for the ones running a real mascot.
The State of B2B Brand Distinctiveness 2026
We audited 100 B2B SaaS and AI companies against 8 distinctive-brand assets. It wasn't pretty.
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