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B2B brands are not held up as marketing innovators as much as they should be. It is B2B brands who are embracing and driving forward the strategic idea of being a ‘Participation Brand’.
What’s that? Quite simply it means a brand that has created a valuable role for itself in its customers’ lives. It taps into needs, ambitions and passions to demonstrate relevance and deepen engagement – and converts this emotional connection into commercial value. It’s....
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