Brand enlightenment emphasizes the need for companies to express empathy, responsibility, and genuine values in their marketing to connect with consumers. While many brands engage in superficial efforts to appear relatable, true enlightenment involves meaningful actions that resonate with consumers' beliefs and ideals. This approach is relevant not only in B2C but also in B2B, suggesting a shift from traditional marketing to human-to-human (H2H) communications.

1. SO, WHAT IS
BRAND ENLIGHTENMENT
and can it apply to b2b?

2. More and more brands are beginning to appear more
‘human-like’ in their tweets,
their Instagram and their Facebook posts,
adding empathy and humour.

3. In a global survey, 63% of consumers said
they only buy products which appeal to their
beliefs, values, or ideals.
It’s important for brands to not only
be eco-conscious and socially aware,
but take action towards these beliefs too.

4. Many have tried to create a shortcut to
that human-feel for their brand, but
really it just makes them appear to
have the same virtues as their target
customers.

5. In fact, some have even become a kind of youth
culture bandwagon-jumping brand that say
culturally relevant things in order to be down with
the kids.

6. But, most of
those have just
ended up being
made fun of…

7. Top Tip: if don’t know what ‘on fleek’ actually
means, you probably shouldn’t use it in a Tweet.

8. Enlightenment isn’t trying to
seem cool enough to make certain
people buy;
it’s about empathy, generosity,
responsibility and the
countless other virtues
humans are capable of.

9. Try not to just be customer-
centric;
be human-centric

10. This year, E4
suspended
service on
the day of
The
General
Election
This aimed to
encourage
viewers to
vote.

11. The Body
Shop and
Lush are
actively
against animal
testing.

12. Ben & Jerry’s were
involved in the Occupy
Movement.

13. Audi created an App that connects
stranded drivers with Audi 4x4 drivers who
could rescue them.

14. These are great examples
of b2c brands being
empathetic, pro-active and
demanding.

15. But what
about b2b?

16. IBM has made billboards that also
act as shelter from the rain, as a
bench, or even as a disability ramp.
They are inspiring businesses to make useful
advertisements that are honestly empathetic toward
everyday real-life events, instead of just promoting their
own business.

18. Hubspot consistently connects
with their users.
Their site provides useful training for
businesses, and even at-the-ready real-
life human beings who can help if you
get stuck with anything!

20. Skype connects businesses via video chat for free!
It connects to users by centering their marketing around
their conversations.
They’ve recently been called the most human of
tech companies by AdWeek.

22. Today’s b2b buyer is also a b2c consumer:
They also have beliefs, values and ideals;
They also have expectations in the purchase and post-
purchase journey;
They are also humans!
In fact, we reckon we should just scrap B2C/B2B
marketing and call it H2H (Human to Human)
Communications!

23. Soon, brands that want to move forward will
have to start this journey to ‘enlightenment’ by
taking meaningful actions towards improving
both individual lives, and the world.

24. Is your business enlightened?
Let us know of any b2b
examples you know of that
qualify as ‘enlightened’!
we’d love to hear about them!

25. Written by Emily Rose Malone
Content Executive and Copywriter @oegen
www.oegen.co.uk
emily.malone@oegen.co.uk