This document discusses the importance of emotion in B2B decision making. It argues that while B2B buyers try to make rational decisions based on business value, they are often influenced more by their unconscious emotional mind. Research showed that perceived personal value has twice as much impact on commercial outcomes as business value. As perceived personal risks increase in a B2B buying decision, so does the strength of the emotional connection. The document recommends that B2B companies should understand customers' emotional needs and find common personal values in order to create engagement.
This document imagines potential political outcomes from the UK 2015 elections if no party wins a majority, requiring coalition governments. It presents photoshopped images combining the faces of party leaders, such as "The Camerband" with the top half of Miliband and bottom half of Cameron. While unlikely outcomes, the images are meant in lighthearted fun as the document wishes readers the best in the upcoming election.
This document discusses the importance of emotion in B2B decision making. It argues that while B2B buyers try to make rational decisions based on business value, they are often influenced more by their unconscious emotional mind. Research showed that perceived personal value has twice as much impact on commercial outcomes as business value. As perceived personal risks increase in a B2B buying decision, so does the strength of the emotional connection. The document recommends that B2B companies should understand customers' emotional needs and find common personal values in order to create engagement.
This document imagines potential political outcomes from the UK 2015 elections if no party wins a majority, requiring coalition governments. It presents photoshopped images combining the faces of party leaders, such as "The Camerband" with the top half of Miliband and bottom half of Cameron. While unlikely outcomes, the images are meant in lighthearted fun as the document wishes readers the best in the upcoming election.
The document discusses the slow death of creativity in marketing, particularly for B2B. It argues that marketing has become too focused on quantitative results and data analysis at the expense of human insights and creativity. This has caused agencies to lose their purpose and audiences to tune out. The document calls for agencies to return to prioritizing creativity and radical ideas that can emotionally connect with people over simply wanting to "capture" audiences. Only this approach will help brands engage audiences and revive the industry.
The document discusses how building a brand based on purpose and "why" can increase trust and transparency in business relationships. It also explains that branding is important as it allows businesses to form emotional connections with customers rather than just transactional relationships. Finally, it asserts that strong branding enhances trust, reduces risk, creates a unified culture, and turns businesses into recognizable brands.
The document discusses the slow death of creativity in marketing, particularly for B2B. It argues that marketing has become too focused on quantitative results and data analysis at the expense of human insights and creativity. This has caused agencies to lose their purpose and audiences to tune out. The document calls for agencies to return to prioritizing creativity and radical ideas that can emotionally connect with people over simply wanting to "capture" audiences. Only this approach will help brands engage audiences and revive the industry.
The document discusses how building a brand based on purpose and "why" can increase trust and transparency in business relationships. It also explains that branding is important as it allows businesses to form emotional connections with customers rather than just transactional relationships. Finally, it asserts that strong branding enhances trust, reduces risk, creates a unified culture, and turns businesses into recognizable brands.