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Exactly ... and yet we clearly make decisions (even as corporate decision makers) based on emotional resonance.

I see the challenge for B2B in that often the answer to "how the service or product makes you feel" is a distant step from touching us personally.

Conversation about brand then remains by and large in the left brain area where there is little room for story. It's about facts. Story + essence (the so what) make up the participatory part - on the company side, and the customer side.

"Given that interests feed relationships, and presence determines top of mind, how interested are you in making connections with your customers?" -- this is exactly the challenge.

It is why brand communities can prove to be of immense benefit -- but they also require a new way of "dealing with" or "relating to" your brand. In a way it is easier with B2C as there is already a sense of personality that can be developed. But setting the tone, agenda and even approach in the B2B space is challenging for a number of reasons.

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