"All else being equal, the best story wins." In particular, I found it interesting that the majority of the examples shown in support of that theory aren't telling the story of the average consumer product. They are stories about the credit crisis, high blood pressure and saving the planet. Those are difficult concepts. And that jives with our approach. Explaining complex products, services and solutions via very specific stories is the best way to engage, educate and motivate. As we've found, it's particularly useful in effective B2B communications.
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