Building a positive reputation with key audiences is fundamental to marketing success; however, many companies take an outdated, poorly defined approach. Omnichannel environments can create challenges in reaching audiences, but digital tools can help to accelerate the brand building process. A three-phase approach — analyze, activate, and adapt — forms the basis of an always-on, iterative way to accelerate and optimize brand value. This report will help business and communications teams use this three-phase approach to leverage their digital capabilities. In turn, maximizing these digital capabilities will help build an effective B2B brand using the analyze, activate, and adapt approach.