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Executive Branding: The Importance Of Communicating Values To Increase Emotional Connectivity

Business isn’t just B2B or B2C anymore. Rather, in today’s world, it’s become H2H (human to human). Many consumers want to know about the companies they’re supporting, or better yet, the CEOs behind the companies they’re supporting. Thanks to social media, this is easier than ever. We see trending tweets about what CEOs are doing almost constantly, whether they’re committing fraud or donating multimillions of dollars to help those in need. Such activities often can stir up strong emotions — from outrage to compassion — in people…

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