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“The missing element is the human element, and when we add it to the equation, the chemistry changes...the human element. Nothing is more fundamental, nothing more elemental.”
It may sound like a poem, but these words are actually from a 2006 Dow ad. With the “Human Element” campaign as its launch pad, Dow skyrocketed out of the traditional B2B realm, taking its message and brand to consumers in a big way.
Once a strictly B2B chemical company — making products to be used by other businesses — in 2006, it realized it needed to actively appeal to the consumer, and with its campaign, Dow revamped its image.And it’s time for other B2B companies to take note....
The human element matters in social media and can be a powerful competitive advantage in B2B marketing.