So, what’s happened?  B2B advertising has been “over rationalised” as marketers and agencies have reinforced the idea that business buyers and purely rational buyers who base purchase decisons on nothing but facts and figures. We all know this isn’t true; business buyers are you and me (i.e. consumers) when we are at work. When we make a B2B purchase with someone else’s money, whether it’s a photocopier, a USB stick or a media deal with an online ad network, we need both rational and emotional reassurances that the decision we are making is a good one and will not be a let down to others.

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