B2B and B2C brands are often assumed to be very different. One big assumption is that B2C brands are bought on emotions and B2B brands are bought on logic. This is partly, but not wholly true. B2B brands are actually also purchased emotionally, but on different emotions to B2C. B2B brands need to focus on generating emotions around things like reducing risk and increasing efficiency.
I’ve been going to meetings, with both B2C and B2B clients, for over 25 years now. Many things have changed over this time, from how we present (no more spray mounting physical work) to where we present (video calls are my new best friend). But one thing hasn’t changed, and that is the seemingly impossible task of getting people to focus on who really matters to their brand – the people that are buying it...
I recently put a post up on LinkedIn asking whether the creators are taking over from the ‘traditional’ brands.
Your brand – you’ve spent years getting it to the exact place you want it to be in and now it’s there, in that perfect position in your market. Your audience can now make an informed, rational decision on your brand. Everything’s perfect.
There is an image of an advertising campaign poster making the rounds on social media that has been marked with comments that question the motives and manipulative methods behind the design. (See Below) It is a good example of social and cultural commentary being added onto a commercial poster, but it is far from a new idea.
