Rules of Branding in B2B | Pritish Asthana | B2B Marketing Shepherd Rajesh Kumar | EP 05

Episode notes

In this episode of Decoding B2B Marketing , Rajesh Kumar ( ) speaks with Pritish Asthana , VP – Marketing at Lentra , ( ) to explore what truly defines a brand in the B2B world — beyond logos, taglines, and visuals. With over two decades of marketing experience spanning GE Capital, IBM, HP, Microsoft, Oracle, Lentra , Pritish combines creative instinct with data-driven discipline. Together, they unpack how brand building in B2B is about delivering on a promise — to customers, partners, and employees — and how that promise translates into trust, differentiation, and long-term growth . He’s known for crafting campaigns that build trust in complex categories and for turning abstract ideas into compelling, scalable stories. Whether launching new platforms or reimagining legacy brands, his approach is rooted in clarity, curiosity, and a deep respect for audience intelligence. Outside the boardroom, Pritish is a keen observer of emerging tech, a fan of strategic storytelling, and someone who believes marketing is as much about listening as it is about leading.