Community Workshop #7: Repositioning from B2C to B2B: How a consumer brand redefined its identity

About this session

This workshop explores the real-world case study of TP-Link, a global leader in consumer networking, and its strategic repositioning into the B2B and SMB space.
Participants will gain an inside look at how a well-established consumer brand redefined its identity, messaging, and go-to-market approach to successfully address business audiences, without losing the core strengths that made it a market leader.
We will walk through the key strategic decisions behind the transformation, the challenges and hiccups along the way, and the best practices that ultimately drove success. The session will also highlight practical lessons and frameworks applicable to brands navigating repositioning, category expansion, or audience shifts.

About the speaker

PR and marketing expert with over 5 years of experience in building successful communication strategies for various brands and events. My professional path went through an agency, an industry organization and a leading technology company, which gave me an insight into both the corporate and agency side of communications. I have also successfully managed the media presence of international conferences in the automotive industry. I have worked on both B2B and B2C campaigns, with a focus on media and strategic positioning and effective storytelling.