I have always thought that B2B decisions are personal choices. Yes, on behalf of a company, but always personal decisions influenced by own – or peers’ – opinions and in no few cases individual emotions – or aversions. You might be analytical, rational, and even mathematical on your evaluation processes; but at the end of the day you and me are humans, social beings with bloodstreams filled of hormones.
That’s why I was really pleased when I discovered the “@ work state of mind” statement made by agency gyro. It seems to me so clear, so logical, so… human approach to our marketing communications discipline. It has never been a secret but I’ve never found someone who could say it this clear:
Strategies have less to do with marketing and much more with anthropology and behavioral science
That's why your campaign's idea has to offer that spark that emotionally connects your brand with the persons, for business or for personal decisions. I really, really love this video, hope you too.
Check it out and let you neurons be dominated by hormones: