core purpose

We believe B2B brand owners need to rethink how their brand behaves in the marketplace. While we appreciate the humor of Hugh MacLeod’s cartoon, we actually think some brands talk in a way that leaves people feeling numb. This is especially true of B2B brands which seem to think that business buyers are robots, that it is dangerous to have a personality and that buzzwords and cliches are poetry. Perhaps the reason why so many B2B brands are so unadverturous is because they haven’t yet realized the value of connecting meaningfully with the people to whom they are selling (you...