B2B Brand Positioning Consultancy

Black-and-white close-up of rows of industrial textile loom machinery with shuttles and metal rails.

Stop sounding like everyone else

Sounding like everyone else will make your customers think you’re like everyone else.

Which isn’t great for growth.

We help B2B businesses find what makes them different, turn it into a compelling brand positioning, and give customers a reason to choose them.

No complicated strategy decks, just clear, distinctive thinking your sales and marketing teams can actually put to work.

Construction workers in hard hats and safety harnesses working on a steel bridge structure with ropes and tools

Image by Arron Choi on Unsplash

How we work

Our brand differentiation framework stops you sounding like everyone else.

We get under the skin of your business, your customers and your competitors to understand what makes you genuinely different.

We turn those findings into a clear, compelling B2B brand value proposition, backed by reasons to believe, that gives your sales and marketing teams something they can actually put to work.

No strategy documents gathering dust on your servers.

Just a sharper reason for your customers to choose you.

Some of our projects

Lowe Rental

Kitchen Rental companies all talk about themselves as generic experts.
Instead, we made Lowe Rental the ones who showed that nothing was too big a challenge for them.

Read More
ØRN Workwear

All workwear companies talk about functional durability.
We made ØRN the company who gave their wearers pride in their uniforms.

Read more
Avanti Research

Most drugs tech companies market themselves as suppliers.
We positioned Avanti Research as the centre of pushing the industry forward.

Read more

Duncan really helped set us apart from all our competitors, in a way that felt totally natural for our business.

John Breading - Sales Director, Frobishers
Working with Duncan is a joy. He has a unique skill of being able to take his audience on a journey, making what can be complex situations simple and clear.

Sarah Ireland - Head of Marketing, FLEETCOR
"Duncan produces inspirational presentations, smart ideas and always has in mind the trade-off between powerful insights and technical execution.

Alberto Costella - Marketing Director, Barilla

Laboratory pipettes dispensing samples into rows of small plastic tubes

Image by National Cancer Institute on Unsplash

Who we are

Signal & Noise was founded by Duncan Campbell-Szücs, the brand and advertising strategist who has spent the last 20 years helping B2B brands around the world stand out for the right reasons.

We've worked across everything from engineering, to food & drink to life sciences, finding what makes businesses different and turning it into something their customers actually care about.

We’re not your usual B2B brand strategy consultancy, we’re known for saying what we think, cutting through the waffle and bringing a palpable energy that gets people excited about what’s possible.