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This article discusses the debate between performance marketing and brand marketing, and how the chasm between the two needs to be closed quickly. It is especially important in the B2B space, where decisions are often emotional and require multiple pieces of content and decision makers before a purchase is made. To solve for these hurdles, it is important to lead with emotion and push hard into performance driven story telling. The article speaks to a world leader in consumer science and the evolving trends that are going to change the face of how customer connections will need to happen.