In this episode of Decoding B2B Marketing, Rajesh Kumar (https://www.linkedin.com/in/rajeshkjindal/) speaks with Pritish Asthana, VP – Marketing at Lentra, (https://www.linkedin.com/in/pritish-asthana/) to explore what truly defines a brand in the B2B world — beyond logos, taglines, and visuals.

With over two decades of marketing experience spanning GE Capital, IBM, HP, Microsoft, Oracle, Lentra, Pritish combines creative instinct with data-driven discipline. Together, they unpack how brand building in B2B is about delivering on a promise — to customers, partners, and employees — and how that promise translates into trust, differentiation, and long-term growth.

He’s known for crafting campaigns that build trust in complex categories and for turning abstract ideas into compelling, scalable stories. Whether launching new platforms or reimagining legacy brands, his approach is rooted in clarity, curiosity, and a deep respect for audience intelligence.

Outside the boardroom, Pritish is a keen observer of emerging tech, a fan of strategic storytelling, and someone who believes marketing is as much about listening as it is about leading. He is an ardent rider, traveller, artist and chef- a diverse range of creative passions that he brings to his persona as a creative brand strategist.

Pritish shares his journey from business roles to brand marketing, his philosophy on creativity and focus, and his hands-on experience refreshing Lentra’s brand identity. He also discusses the growing importance of India’s digital evolution, AI in marketing, and the art of staying authentic in a crowded marketplace.

Tune in for actionable insights on creating brands that endure — from visual identity and storytelling to measurement, team building, and leadership alignment.

Watch on Youtube: https://youtu.be/s2vro2zim-A