by Ron Sombilon Gallery
Strengthening Business-2-business Brands With Emotional Appeal
Kolbrener has always argued that stirring the hearts of prospects and customers is not the sole province of consumer brands — in fact, we’ve been downright evangelical about the importance of emotionally appealing brands for B-to-B companies. With our own clients, we have shown again and again that even businesses in outwardly “unlovable” industries experience benefits when their brands become more robust and more emotionally engaging.
Our rhetoric — and practices — were corroborated recently at “B-to-B Marketing: Beyond Best Practice to Next Practice,” a conference hosted by the Study of Business Markets (ISBM). Sp
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