B2B marketing: Humanise the B2B brand
Jeremy Katz and Andy JonesOgilvy & Mather
Two iconic B2B companies – IBM and DuPont – are using content marketing to create a human connection to their brands, reflecting the insight that business consumers are influenced, and act similarly, as when shopping for themselves.
In their new book Absolute Value, two well-known marketing thinkers, Itamar Simonson and Emanuel Rosen, make the case that the hegemony of the brand is coming to an end, due to the widespread availability of information. Brands, they argue, took the place of perfect information and gave...