First Published: 23
It just doesn't feel, right.
If you’ve ever felt that most of the business-to-business advertising you see just isn’t that good, it turns out you may well be on to something.
Current B-to-B marketing culture hunts sales by listing rational product attributes and decorating these with “safe” clichés.
It’s such a well-worn formula it has to work, right?
With our partners at Badger, we investigated it, talking to Kiwi decision-makers across manufacturing, professional services, retail, building and construction, food service and retail.
The result? An interrogation of the value of emotion in B-to-B communications.
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