Qualcomm’s CMO said that, as the boundary between B2B and B2C becomes less distinct, it is important to build human-centered brands that emphasize emotion and experience. The Forbes JAPAN article is being reported via NewsPicks.
The view was expressed that, as the boundary between B2B and B2C disappears, brands should be built around emotion and experience. Qualcomm’s chief marketing officer discusses the direction that should be pursued in response to these changes. Although the article does not address specific measures in detail, it emphasizes a human-centered perspective.
The article suggests that technology companies’ brand strategies are moving beyond traditional frameworks centered on business negotiations to place greater emphasis on consumer-oriented sensibilities and experiential value. It discusses appropriate forms of communication for an era in which the boundary between B2B and B2C is becoming blurred.
It also positions enhancing a brand’s humanity through experience and emotional design as a factor that deepens relationships between companies and customers. Specific details of brand initiatives are not provided in the article.
This approach may attract attention as a reference for future brand strategies. The article suggests how Qualcomm, as a technology company, may redefine its connections with customers.