Emotion in B2B branding is often overlooked so we were more than happy to write a guest post for our friends at Branding Strategy Insider on the topic.
The post makes a small number of key points:
- Businesses that sell to other businesses are made of people – and people have emotions
- It’s important to consider emotion as part of the mechanics of delivering brand experiences
- Our decisions are primarily driven by the emotions we feel and the limbic system drives this process
- Some B2B brands are winning through emotional experiences
The full article can be read in Branding Strategy Insider here.
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Also published on Medium.