4 in 5 B2B brands blend the f*ck in. I've got the numbers to prove it.
Bonjour bonjour, I'm Louis Grenier. Roughly once a month I send:
- one original study
- every number behind it, ungated
- zero filler in between
Get the next report into your inbox
Original data only. Unsubscribe anytime.
One more click and you're in.
I've just emailed you a confirmation link. Click it or you're not on the list (that's the point, it proves you're a human who wants this). Check spam or Promotions if it's hiding.
My #1 promise: I won't share your email address with Neil Patel.
“A+++ Save this one for your 'HALL OF FAME' archive.”
Jonathan Stark, author of Hourly Billing Is Nuts
“The positioning GOAT.”
Harry Dry, creator of Marketing Examples
The research so far
Nobody knew how many B2B mascots existed. So I counted every single one.
Roughly 30,000 B2B software companies. I went looking for the ones running a real mascot.
The State of B2B Brand Distinctiveness 2026
We audited 100 B2B SaaS and AI companies against 8 distinctive-brand assets. It wasn't pretty.
Who's counting all this
Recovering Frenchman, based in Dublin, allergic to marketing BS.
Eight years hosting Everyone Hates Marketers: 250-odd episodes, 2M+ downloads. Then the book, Stand The F*ck Out, foreword by Joe Pulizzi. These days it's GTM Sprints for B2B tech companies stuck in crowded markets.
And I count the things nobody else in B2B bothers to count, then send you the numbers.
Join before the next report lands.
Free. Roughly monthly. Original data only.
One more click and you're in.
I've just emailed you a confirmation link. Click it or you're not on the list (that's the point, it proves you're a human who wants this). Check spam or Promotions if it's hiding.