Most B2B brands don’t lose to competitors; they lose to being unknown. But what does it actually take to build a distinctive global brand in an overcrowded B2B market? In this session, Gwen Lafage, VP of Brand at Sinch shares the lessons from Sinch’s journey from Swedish scale-up to global customer communications leader — including the missteps, the complexity, and the reality behind the scenes. You’ll walk away with practical insights on distinctiveness, creativity, global consistency, brand architecture, and how brand and demand teams can work together to accelerate growth long before intent signals ever show up.