One of the differences between b2c and b2b marketing is the fact that b2b is addicted and hooked on features whilst b2c is hard wired to differentiate with concepts.
The concept of this fizzy juice drink from PRET made me smile so much I had to buy one. ‘Liquid psychiatry’ is really going some but that’s the wonderful thing about concepts – they are ideas to be discussed that are subject to interpretation rather than features to be quantifiably measured.
Whether the concept of ‘liquid psychiatry’ has been delivered is left to each individual – one person’s ‘liquid psychiatry’ is very different to another’s.
B2b needs to loosen up, stop being so rational and features obsessed and get conceptual and in general have more fun!