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In marketing, many metrics exist, but only one is truly relentless – Share of Search. Brand searches on Google, free from the embellishments and distortions of traditional surveys, reveal real purchase intent and a brand's mental availability in consumers' minds. While last year, with Forbes, we mapped the 100 most searched brands, 2025 belongs to the "predators" – brands that grew fastest within their segments.
The communication of many B2B brands is currently still quite rational, sterile boring, little emotional, mainly based on communicating the specifications of the product offer and services. But many global studies in recent years confirm that the difference between B2C and B2B brand communication is much smaller than we thought. As Binet & Field notes, in 70% of purchasing decisions in the B2B segment, emotional factors have the same or greater weight than rational ones.
Following the strong success and positive feedback on the “brand searchability” presentation at the Slovenská sporiteľňa Business Conference, we are offering attendees an exclusive opportunity to win a free Big Picture strategic workshop led by experienced marketers Richard Čermák and Ján Stareček.
Already on December 4, 2025, marketers and brand leaders will meet at the Aurial Padel Center in Bratislava, united by the belief that sport is the strongest platform for building trust and emotional connection with customers. And you should not miss it. At the end of the article you will find the registration form and since the number of places is limited, we will reward the fastest of you with free entry to the first Sport Connect conference.
