WearGuard - B-to-B with a Consumer Twist (2007 words)

"Even in the largest of corporations, there's still a person who makes the decision to buy your product," says Joan Abrams, director of marketing for WearGuard, now a division of Aramark. When people go to work each day, "they don't check their 'consumerness' at the door," she notes.

As Abrams sees it, b-to-b marketing is a misnomer: It's still a consumer who makes the buying decision. And that human element is what WearGuard tries to capture in its catalog creative.