B2B brands are forgotten, not hated: unawareness eclipses rejection
New data from the Ehrenberg‑Bass Institute shows only ~10 % of B2B buyers actively reject a brand, while the average brand has 1.6 × more potential customers unaware of it—in small brands the gap widens to 8–16 ×. The takeaway: prioritize memory‑building over perception tweaking to drive sales.