When building a brand for a business-to-business client, it’s easy to fall into the mindset that you are speaking to an industry. Communication tends to get tailored to companies rather than people, which leads to a focus on ROIs, KPIs and other industry specific markers. These are important, but decision makers also want to believe in the companies with whom they do business.

JPL’s Brian Kelley discusses the importance of emotion in B2B branding in his recent article for brandchannel.com.

Read the article at brandchannel.com