You’ve heard people saying it for years: there are no new ideas. And maybe that’s true. We have a multitude of like products on the market with similar features and benefits, outputs, applications, tastes, colours and looks. You name it, there’s probably at least a dozen options of essentially the same thing. In consumer marketing, the buyer’s choice often comes down to brand preferences based on self-identification with a particular set of brand attributes – they want Nike and not Adidas. But in a sea of similar products and services, where an individual’s brand preferences may not be enough to make the sale, how do you win in B2B marketing?