What role should emotion play in our B2B brand?

Emotion should guide the creative approach, not simply decorate a set of functional claims. The Frameworks approaches creative challenges by focusing on the human response it wants to elicit, often turning complex or technical subjects into relatable human narratives. Its argument is that B2B businesses sell to people, not to businesses as abstract entities.

That distinction matters when planning communication. Buyers have specific business challenges, but they also have busy lives and competing demands on their attention. The Frameworks argues that demonstrating relevance remains necessary, while treating audiences only as targets for a proposition misses their humanity. Start the creative brief with the response the brand should evoke, then consider how the narrative and expression can support it. Functional relevance still matters; it need not dictate the entire character of the communication.

A business benefit becomes more human when communication connects it to a recognisable experience. In its discussion of B2B design, The Frameworks points to Amigo Partnership's "Time better spent" campaign for Finnish fintech company Basware. The campaign connects saving time with having more time to do what people love. The functional benefit remains clear, but the emotional connection comes from the shared feeling that time is precious.

The Frameworks used a different emotional experience in its own "Built on Genius" campaign for Genius Sports. The campaign shows how the sports data company uses data and AI to help sponsors, teams, broadcasters and betting companies create richer fan experiences and communities. Its creative approach captures the rush of a sports event and a sense of immersion. Both examples connect emotion to what the business enables, rather than adding warmth unrelated to the offer.