When developing brands, I like to think there are a lot of similarities between consumer and B2B brands. Of course there are strategic differences, but we’re still talking to “people” who bring emotions to their purchase decisions. With that basic insight, we helped Snap-on stand out from so many other rational-based B2B automotive brands with a more engaging approach. I’ve produced numerous successful integrated campaigns for this brand, but my favorite campaign is “Goldilocks” which promoted a new product launch. Not only was the campaign a huge sales success, but we had to reprint the hard-cover book multiple times for all the hardcore Snap-on fans out there.