Patrick Smith, Founder and Creative Director, C2 Creative Studio

Ann Kraus and Patrick Smith discuss the significance of out-of-the-box thinking and branding strategies. Patrick emphasizes the importance of breaking the rules and shares the example of a water brand that disrupted the industry. They also explore why some organizations focus on specific products rather than the overall brand, and the benefits of investing in branding for smaller B2B businesses. Patrick suggests allocating around 5% of the budget for B2B brands and up to 10% for B2C brands. The conversation highlights the value of innovative approaches, strong brand image, and the long-term benefits of branding.