One of the defining characteristics of the B2B world is the extent to which it is segmented or sectorised. Brands that are world-beaters in one sector are virtually unknown elsewhere. In the B2C sector, meanwhile, big brands still can and do bludgeon their way to universal awareness – for example, even though I don’t have kids, I still know that Huggies sell nappies.

But there are exceptions to this rule – B2B brands whose fame spreads far beyond their customer base or audience. I was reminded of a classic example this week on a trip down the M1 from Leeds to London: Eddie Stobart. This freight transport company has become a household name over recent years, known to people from all walks of life with no interest or involvement in haulage etc. All this has been achieved with very little marketing in the conventional sense (ie. direct mail or advertising). Its main vehicle has been just that: its vehicles, which are immaculately turned out and considerately driven – something that is all too rare on the M1 on a Monday night.

Eddie Stobart’s pristine green juggernauts present a stark contrast to other commercial road users – both large and small. For example, I love the simplicity of Maersk’s logo and the particular tone of blue for its livery, but its trucks (at least those I saw) are shabby by comparison, and therefore (I can’t help assuming) so is its service.

So what lessons can we learn from lorries on the M1? Firstly, that excellence in everything your organisation does will ultimately pay dividends in terms of its public perception. Eddie Stobart clearly has such an ethos – many of its rivals apparently do not.

Secondly that your public facia IS your brand, and ultimately the most meaningful yardstick by which you will be judged.

Last, but certainly not least, that good marketing isn’t just about doing the cleverest, most innovative and most up-to-date things – you also have to remember the fundamentals, and keep getting them right.

PS: What was the reason for the trip down the M1? B2B Marketing’s publisher (James Farmer) and I were returning from the coast-to-coast cycle ride to raise money for Cancer Research. We completed the gruelling 135-mile trip in three days in some of the worst weather imaginable. If you would like to sponsor us, please go to www.justgiving.com/joelharrison. All contributions will be gratefully received.