Chapter 17 Brand Orientation as a Method to Inspire, Change Culture, and Lead the Implementation of Solutions Business

The point of departure for this chapter is a notion that firms at times find it difficult to develop their solution-oriented businesses and to have a broader understanding in their organizations of what this changed orientation really means. The author looks into prevailing perspectives on marketing as such and creates a “map” that organizes marketing logics into a dynamic whole for value creation and change based on theoretical points of departure. Supported by this map, she tailors out a missing perspective based on a sense-making view that could be fruitful for companies to apply. It is basically to create a stronger awareness of and influence from a branding perspective (also in B2B). Based on an empirical example she points at barriers and enablers in implementing such a change of marketing perspective. She also addresses the implications of such a change on organizing and not least the connections between sales and marketing. This chapter points forward as a way to release energy and to find direction for the development toward a solution-oriented business.