Last week’s issue of B2BOOM! was a deep dive into the now-infamous Coldplay kiss-cam saga. Since then, the ex-CEO of Astronomer has continued to embarrass himself (10/10. No notes).

So what did they do with all that unwanted attention?

What started as a Coldplay-branded spectacle is now now beginning to feel like a fully Astronomer-branded event.

Astronomer brought on Gwyneth Paltrow as a “strategic advisor” and handed the narrative reins to Ryan Reynolds’ agency, Maximum Effort. The resulting 60 second spot is a cultural meta-humor campaign that subtly leans into the controversy with a wink while explaining what the company actually does.

It’s not a perfect ad, in fact, it’s pretty boring. The tongue doesn’t feel as firmly planted in cheek as it should be. As a result, the idea is far more interesting than the execution. But perhaps that’s the point. Earned media and the perception that Astronomer has taken control of the narrative go along way toward repairing the damage done here.

Astronomer isn’t alone here. A common theme you will read in this newsletter is that B2B brands are moving like B2C brands. eClebrity endorsement, cultural awareness and alignment, it’s all bleeding together.

Your buyers are already watching. And they expect you to be relatable and to speak their language.

Astronomer didn’t make the best ad. But they made the moment theirs, and that matters more than polish in a changing B2B world, where brand is no longer background noise.

Today, perception moves fast, and you win by responding like the spotlight is already on.

One of the most useful insights (among many) in The CMO’s sales-marketing alignment guide is also one of the most common issues we see across B2B: misalignment around what makes a lead “qualified.”

CMOs are often measuring MQLs by engagement. Sales, meanwhile, is measuring by intent and too often, they’re left chasing warm-ish leads that should’ve been filtered out from the start.

Fixing this problem starts at the planning stage and involving sales early and often. You need shared definitions, shared scoring models, and shared accountability. Otherwise, every campaign becomes a game of telephone and your revenue engine runs on friction instead of focus.

Because no matter how much top-funnel traffic you generate, if sales and marketing don’t agree on who you're trying to reach (and when they're ready), growth will always stall.

If sales and marketing don’t agree on what a “qualified” lead looks like, you don’t have a lead gen strategy, you have a blame loop.

Whether you’re rebranding, relaunching, or shifting GTM strategy—clarity starts with alignment.

Our discovery workshops are designed to bring sales, marketing, and leadership into the same room (literally or figuratively) to get clear on:

TSMC may be the most important chipmaker in the world. But their logo?
It’s still partying like it’s 1988.

A pixel grid, awkward rectangles, and typography that belongs on a fax cover sheet. It all adds up to a signal that was frozen in time *checks calendar* 37 years ago. And maybe they think that’s fine. After all, they're selling to governments, OEMs, and enterprise giants.

Why would a logo matter?

When a visual identity feels out of date, it triggers doubt, no matter how successful the company is. It whispers things like:

TSMC is betting that their technical dominance overrides all that. But when markets shift and new competitors rise, outdated signals become liabilities reaffirming every concern that maybe, just maybe, they’re not keeping up.

Visual identity is narrative control.
In B2B, brand doesn’t need to shout but it better not shrug.

TSMC’s logo assumes buyers will see past it, and for now, they’re right. Until they aren’t.

The hype is everywhere. But the results aren’t.

According to the latest CMO Journal, just 18% of marketing leaders say AI is materially impacting growth today. The reason? Too many teams are mistaking tools for strategy.

Actual gains come from pairing AI with sharper positioning, clearer campaigns, and better orchestration across teams. You need to build the engine it fits into. Without a clear message and aligned execution, even the best models won’t move the needle.

AI isn’t a silver bullet. Without a real strategy behind it, you’re just automating mediocrity. Make sure it’s plugged into a message that actually lands.

Buyers can spot a gated PDF trap a mile away. Effective B2B lead gen today is about value-first content, smart targeting, and real nurture, not just email collection.

Our lead gen partner builds high-converting funnels that attract serious buyers and qualify them before your SDRs even pick up the phone.

Most B2B leaders treat perception like PR, something to manage when things go wrong. But in reality, your identity is already shaping the deals you close, the hires you make, and the margin you hold. Perception isn’t packaging. It’s performance.

—Jay