B to B? B to C? How about B to P(eople).
People aren’t B’s or C’s they’re people. And people like to be spoken to as people.
Take a look at GE; one of the world’s most succesful companies for the last 100 years. GE has greatly aided their success by making their business, a highly diversified global technology conglomerate, simple to understand for all people. Now that’s branding.
Check out their most recent TV ads.