Posts Tagged ‘emotional’
Businesspeople are people too: the case for emotion in B2B branding
By Rob Meyerson, RiechesBaird
The goal of branding is sometimes explained as an attempt to create an emotional connection between brand and customer. It’s easy to demonstrate the effectiveness of this emotional side of branding with examples like Disney, Starbucks, and Harley-Davidson (brands that you may associate with happiness, indulgence, and rebellion, respectively). Brand managers working with business-to-business (B2B) brands, however, often chafe at the idea that their company or product—maybe an accounting firm or an esoteric scientific research tool—should be connecting with its customers at an emotional level.
Let’s get emotional!
By Tom Golland, AGA Consult
What do my suit, my trainers (sneakers), my car and even my computer say about me? Of course, together, they make up something that you might call my ‘brand-id’ - my public identity as defined by the brands that I choose. We’ve all accepted this to be at the heart of classic consumer branding. What is surprising is how rarely the same concept is considered in B2B branding. Yet I would argue it is perhaps the most important aspect of B2B brand choice!