If you build it, will they come? Not necessarily, especially not if all coverage and conversation about your brand is negative. Case in point—three years ago, D-Wave Systems had a 30 percent negative brand sentiment in the market, and the brand's team of quantum physicists all turned to marketing to save the day.

In this episode, learn how CMO Jennifer Houston faced challenge head on without dwelling on the negative, developing instead a powerful new brand promise to highlight D-Wave's practical quantum computing capabilities. Effectively decreasing the brand's negative sentiment from 30 percent to less than 3, this is a remarkable story about the power of B2B branding—don't miss it!

For full show notes and transcripts, visit https://renegade.com/podcasts/