Many B2B and industrial goods companies have realized in recent years that the homogeneity of the services offered and thus the intensity of competition have continuously increased. However, only a few B2B companies are currently applying a promising solution that has long been standard in the B2C context – differentiating their offerings through brands and emotions. Nadine Bausback examines the tension between rationality and emotionality in the positioning of brands in the B2B context. She investigates how rational and emotional positioning characteristics affect the success of B2B brands on the supply side. On the demand side, she analyzes whether both rational and emotional responses can be elicited from industrial decision-makers and what role these play. The author provides a detailed overview of the topic.