B2B markets are a challenge for marketing, research and advertising. They are often closely precisely defined target groups (but with varying decision-making/buying influence), they have niche uses for products and their functional benefits need to be highlighted.
Faith in the distribution channel dominates; image and emotional benefits are treated as secondary.
Due to the fact that the distribution channel is so important, few companies try to distinguish their brand emotionally in trade-marketing. People make decisions under the influence of emotions not just for beer and pasta but also for insulation and hospital products.