We Are Multitudes.

We display a multitude of identities based on deeper connections. Some are adopted to meet the expectations of people around us. From the office to a dinner party, from church to the bleachers at a football game, from laughing with friends to walking the streets in protest, who we are is impossible to paint using only shades of black and white.

But unlike demographic characteristics that marketers impose to define segments, identities are chosen.

B2B/B2C

Who: People

Individual customers that purchase goods and services for their personal or organizational needs and wants.

Method: How

Sales Funnel Customer Journey: An emotional or process-driven path to purchase.

What: Outcome

Purchase satisfaction and brand loyalty.

B2i

Who: People

Individual customers that purchase goods and services for their personal or organizational needs and wants.

Method: How

An Anticipation Funnel™ Relationship Journey: A community-driven path to deepen identification with a brand.

What: Outcome

Relationship anticipation and Brand Love.

Understanding what makes Brand Love so effective.

Audience values have evolved, from “wants and needs” to “love and identity,” and its changed expectations. B2i spotlights the meaningful connections that legacy marketing often misses. How do audiences identify with brands? How can we foster personal attachment? And how does that attachment evolve into public expressions of love?

“We can't solve problems by using the same kind of thinking we used when we created them.”

—Albert Einstein

Identity is authenticity… simplified.

B2i deconstructs the nuance of identity, showing how to bridge the authenticity gap. Using modern anthropology, axiology, and narratology, we can reconcile what brands mean to communicate with how it’s received by the audience. Think of B2i as an authenticity guide for brands.

Identity matters more than category.

The world has gotten smaller. We no longer identify with what sets us apart from others. Instead, we seek out common narratives that show we’re more alike than different. Once we see people for who they truly are, they cease to become a category that’s easy to pigeonhole.

Demographics, psychographics, and behavior-graphics can be useful, but they’re still fairly surface ways to categorize people that skate over the unseen things that connect us. The next generation is telling us they defy old definitions. We turn to identity because, in a more fluid world, simple differences no longer explain meaningful connections.