Insight

In July of last year we did the unthinkable… we announced to the industry that Rooster Punk has rebranded to B2BLand: the “home of logical and rational B2B marketing.” For 72 hours, our website, socials, and even internal comms were overtaken by a hyper-corporate, joyless aesthetic. Stock imagery, jargon-heavy copy, magnolia visuals – the whole beige treatment. ​​Featuring a fully rebranded ‘Bland’ website, merchandise, updated social channels, and a satirical video interview with B2B Marketing co-founder and influencer Joel Harrison, cleverly designed to highlight the dangers of a hyper-rational, risk-averse approach in B2B marketing.

Sending shockwaves through the industry 

The move sent shockwaves through LinkedIn and the wider marketing community, leaving many to wonder if Rooster Punk had lost its edge – or its mind. And had we really mistakenly put the word ‘Bland’ in our new name and logo? 

Our DMs and phones were pinging constantly with messages from the great and the good across the B2B community either pointing out our ‘error’ or asking whether this was real or not. 

The big reveal? It was a carefully orchestrated spoof designed to hold a mirror up to an industry becoming dangerously obsessed with performance metrics, efficiency, and “safe” creative. A sea of blandness.

The data behind the spoof 

In just 72 hours, the campaign racked up over 96,000 impressions, 1,000+ engagements, and 22,000 video views, all organically - and sparked three new business opportunities. 

“We don’t want a bland rebrand” said one prospect who got in touch that week. “We want to bring joy into our brand.” 

From over 1,000 engagements: 

• 60% suspected it was satire but were still unsure behind the scenes.
• 40% believed it was real, with 80% of those expressing genuine shock and concern, particularly relating to the ‘Bland’ oversight in the name.
• A minority, mostly non-marketers, even praised the stripped-back approach, ironically underscoring the industry divide Rooster Punk set out to address. 

Check out the reveal video and all the reactions here:

A serious mission 

But behind the mischief lies a serious mission. At the heart of Rooster Punk’s work is the belief that brand-led growth is the most sustainable and human-centered way forward for B2B marketing. This latest campaign forms part of our agency’s new narrative for 2026 and beyond: “The Joy of Growth in B2B.” 

Paul Cash, Co-founder and Chief Rooster, explains: 

“The future of B2B belongs to brands that dare to feel human and joyful. Storytelling isn’t just decoration — it’s a strategic superpower that drives growth, authority, and demand, all while connecting with people on a visceral level.” 

Andrew Last, Managing Director, adds: 

“This wasn’t just a prank. It was a wake-up call. B2B has become too beige, too rational, too bland. We wanted to remind people what’s possible when you lead with bravery and heart. The impact and feedback from the marketing community has been incredible - way beyond even what we expected.”  

The new branding and service offering 

To bring this vision to life, here at Rooster Punk we’ve evolved our own branding to reflect Humanity, Emotion and the Joy of Growth in B2B communications – built around the principles of ‘Roostism’. Likewise, we developed our service offering to go beyond classic brand identity and creative campaigns. Our services now centre around three growth engines: 

• Business Growth, helping brands rethink and re-energise their market positioning across Brand, Authority and Demand. Everything from creative platforms and thought leadership to content and ABM. 
   
• Cultural Growth, humanizing internal culture and empowering employees to become authentic brand ambassadors. Including EVPs and internal comms. 
   
• Personal Growth, guiding founders and leaders to find their voice and build personal authority through Rooster Punk’s proprietary P.U.N.K framework. 

The B2BLand stunt might have been unexpected - but for all of here at Rooster Punk, creating bold, human moments that cut through the noise is exactly what we're born to do.