Positioning B2B Brands Around Personal Value

“And what we find with a lot of customers is that they get feedback from people saying: ‘I love the format, I really enjoyed reading it’. There’s a tendency in B2B historically that people think when you put on a suit, it’s all serious, and suddenly you stop being human and you become a machine. But the thing that we play to is the fact that that’s not only not true, but you’re actually more likely to be emotionally influenced than not.
Contributed to Branding Strategy Insider by: Richard Chataway, President of BVA Nudge Unit UK and excerpted from his book The Behaviour Business, published by Harriman House.