The claim that even complex, high-stakes B2B purchasing decisions are ultimately made by people responding to brand, not by pure spec-sheet comparison — illustrated by Herzberg's iPhone-vs-Android analogy: buyers of both consumer and enterprise products are swayed by brand affinity and story, not feature checklists alone. This justifies investing marketing effort in brand-building (tone, story, distinctiveness) rather than treating B2B marketing strictly as a features/ROI communication exercise. Closely related to Breaking Category Branding Norms (Wiz's 'Magic' vs. Cybersecurity Fear-Branding) (a specific brand-tone choice) and Novelty-Booth Strategy for Low-Awareness Brands (a brand-building tactic).