In B2B marketing, when faced with a ‘corporation’, an ‘enterprise’ or a ‘firm’ as their target audience, brands can become hidebound by convention. Effective, standout creativity is diluted by the false perception that our decision maker is the democratic hive mind of an entire organisation. But it’s still the beliefs, behaviours (and biases) of people that need to to be influenced. Distinct, memorable marketing requires you to step outside your comfort zone.
We call this Contrarian Thinking.