Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.
We play many different roles during the day, and one of the biggest divisions is between work and non-work modes. Despite the modern (and now much-questioned) vogue of bringing ‘one’s whole self to work’, people operate differently in the office. The confusion that this creates when we ‘work from home,’ and the different modes are forced to coexist, is surely obvious to everyone and their families this year.