Brand is a battleground: In a time when businesses often focus on differentiating their products through features, Laja stresses that true competitive advantage lies in brand distinction. "Differentiation is hard; distinction is what truly sticks. Companies need to start investing in brand marketing now to be remembered and preferred. If brand is the battleground, you can't improve what you don't measure. That’s where Wynter comes in — as the brand clarity engine." 

This is where Wynter’s tools, like target customer surveys and message testing, come into play. By tracking how brands are perceived and ensuring that messaging aligns with customer expectations, businesses can build a stronger, more distinct presence.

Features are a losing game: Laja offers a compelling example of distinction in action: "When OpenAI launched ChatGPT, it was groundbreaking. Now, how many similar large language models are there? In the long term, competing on features just isn't viable. The only sustainable competitive advantage is brand awareness." For brands to stay relevant, they need to be a top choice amongst the short list of B2B solutions a business might be considering. Measuring brand preference and perception helps track what can often be an elusive goal.

Feelings matter: The key to improving brand marketing lies in understanding how customers feel about a company. As Laja puts it, "It doesn’t matter how many visits you get from Reddit — what do the Redditors think about you? That’s what’s important." In the B2B world, understanding where your brand stands in the minds of potential customers is crucial. Laja points out that only 5% of the market is ready to buy at any given time, and companies should be measuring whether they make it onto those vital shortlists.

Laja’s message is clear: Data is powerful, but if you're only looking at quantitative elements, then you're getting just one part of the story. To truly resonate with your audience and build a brand that stands out, you need to dive deeper into the qualitative aspects of brand perception. And that starts with measuring not just numbers, but the feelings, preferences, and perceptions that drive customer loyalty.