Many B2B marketers dismiss branding. “B2B marketers don’t believe too much in branding,” recalls Ambi Parameswaran. This mindset almost held back Thermax Limited, then known as Wanson, from realizing its true market position.
The Name Change Panic
Thermax feared a name change would worsen its “bad” reputation. The team relied only on complaint-driven feedback. As one insider noted: “We only get complaint calls… no one calls to tell us your boiler worked perfectly.”
Neutral Feedback – The Eye Opener
The breakthrough came when the managing director commissioned proper market research. They benchmarked against L&T and others. The results shocked them: “Consumers actually thought quite highly of them… their image was just a few millimeters behind L&T.”
The Brand Turnaround
Armed with insights, the company rebranded and launched a powerful campaign. The MD even rewrote ad copy himself. “It was rated as the best corporate campaign,” and more importantly, it transformed internal belief in branding.
Key Takeaways
• Do not rely solely on internal service feedback
• Neutral market research can reveal hidden strengths
• Benchmarking against industry leaders boosts perspective
• A well-crafted campaign can change perception inside and outside
Thermax’s story shows that in B2B, branding is not an afterthought—it’s a growth driver.
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