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Engaging B2B buyers before the buying process: 4 key steps

“I feel your pain.” This phrase quickly became a punch line in late-night television monologues after it was delivered by then-presidential candidate Bill Clinton. Used to express empathy, it may now soon be finding application in a very different context — the branding world. Specifically, this paper argues that “Brand Empathy” is the next logical step in the evolution of business-to-business (B2B) brands.