Business-to-business marketing is evolving into a more brand concentrated environment, emphasizing the need for the creation of a strong corporate brand, especially in the context of small- and medium-sized enterprises (SME). To cope with the change, SMEs are advised to be more innovative and active in adopting non-traditional marketing and branding approaches. Thus, the uniqueness of a created brand should be considered as an asset for building a strong position on the market.
The case study provides an example of the Radical Coaching Company, a newly founded SME operating in the Finnish market. Students will explore the extent to which an entrepreneur influences the corporate brand of the SME. The case study provides insight on the whole brand creation process—starting from the development of the business idea, how the corporate brand has evolved since its foundation, and what challenges the company might face in the future. The findings indicate that the entrepreneur has a central role in the brand creation process and, therefore, for the future success of the company.