According to global industry insights published by Saatchi & Saatchi, 64% of business executives consider ‘shared values’ as the primary reason for building a relationship with a brand. In another study cited in the same publication, when it comes to business decisions ‘personal value’ based on emotion has twice as much impact on decision making rather than ‘business value’ derived by logic and reason. Bradly Howland, Account Director of Epic MSLGROUP says that marketers, along with psychologists like Nobel Economics laureate Daniel Kahneman, have long understood that people are not rational decision makers. “What marketers haven’t understood until now was why. Why is emotion, rather than logic, the driver of our buying behaviour, especially when it comes to business-to-business (B2B) decisions?” “Research suggests that due to the level of personal risk B2B buyers feel when making important business calls, this sort of buying is highly personal. In fact, B2B purchasing decisio...