B2B or Industrial Branding needs to gain its share of the brain of a israel telephone directory potential client as soon as possible, since the purchasing cycles of its clients are very long and there are many decision-makers in between, therefore staying in the minds of the decision-makers and influencing their decision no longer involves just going to the same fair every year.
Being creative in that holistic promise that a B2B brand conveys (not just communication) goes through its Vision and purpose (more and more brands eliminate the product from their Vision and move on to benefits), the people and their way of acting, the messages, the value proposition, the products, etc.