Rob Meyerson of RiechesBaird argues that consumer brands are not the
only ones that need to tap into emotional connections with the customer.
“These connections work for B2B brands, too, because businesspeople—yes,
even CFOs, engineers, and procurement personnel—are people too,”
Meyerson writes in his blog this week. He points to Cisco, IBM and
Siemens as some of the top global b-to-b brands that are doing a good
job forging emotional connections with their b-to-b audiences.