Beyond the B2B vs B2C divide: How emotive communications drives brand affinity

As marketers we thrive on models and frameworks to explain what we do and what happens in the world around us to our clients and colleagues. We use them to explain complex processes, visualize tried and tested modes of operations or to hedge and focus our thinking and grasp of a situation or business problem.

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Where do diversifying brands draw the line?

To stretch your brand into new industries makes sense as a next step for growth…doesn't it?

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When audiences allow you to be part of their lives...

With an outstanding 12.29 million viewers the BBC's Great British Bake-Off (#GBBO) has earned the right to crown itself as the show to beat in UK broadcasting

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The battle for relevancy

There is no doubt that we are living in a new world that requires a new way of thinking. By the nature of how we are all now connected, we can listen to and share stories more directly, quickly and openly with each other.

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    Ellen Monaghan
    Getting 'under the skin' of organisations to uncover gems that make them shine.

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    Ben Richards
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    Stephen Duncan
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    Daniel Jones
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    Alexandra Sturdza
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    David King
    Born midlander, adopted Brightonian - passionate marketeer.

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    Ola Podgorska
    Obsessed by all things social... and dinosaurs.

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    Mike Oliver
    Helping organisations of all shapes and sizes capitalise on what makes them truly special.

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    Jonny McCaig
    Avid Guardian reader and big thinker

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    Richard Coope
    Digital, social media, moving image, Landrovers & dad stuff

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    Jim Bodoh
    Complex brand thinker, interested in what makes us tick.

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    Sally Smith
    Musings on people, usability, content, psychology and hiking.

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    Darryl Mead
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    Vasileios Fasoulas
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    Isabel Collins
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    Paulina Lezama
    If I'm not figuring out what makes brands tick, I'll be messing about on a river

  • Maharaj Varatharajah

    Maharaj Varatharajah
    People watcher. Noticing the noticing.