Research by The B2B Institute (LinkedIn) underscores the importance of Emotions in Brand Building for both B2C and B2B Markets. While it's commonly believed that B2B (business-to-business) decision-making is mostly rational, data suggests that emotional factors play a more significant role than expected.

Case studies analyzing the importance of rational and emotional considerations in purchase decisions demonstrate that the difference between B2B and B2C (business-to-consumer) decision-making is only marginal.

More importantly, top-of-the-funnel brand building is found to make a much higher impact when an emotional strategy is applied. Reaching out to a broader audience to create a brand image and develop positive brand associations, using emotionally targeted ads is found to work better in most case studies observed by The B2B Institute.

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