Ignite USA 2020 session: The Brand Stand

The Brand Stand: How to balance your brand purpose

Speakers:

• Jill Dudones, Head of Strategy, Omobono

Brand purpose has historically been a brand’s ‘reason to be’ – in the sense of how it serves audiences’ needs through products or services.

But right now, customers are looking to brands to take on being champions of a cause, too.

Brands taking a stand against injustice, environmental ruin and even destructive political powers are facing a welcoming new frontier and creating a new and powerful definition of brand purpose..

And while causal-driven B2C brands like Nike, Patagonia, Dove and others have proven big positive impact in this realm, B2B brands too are raising their hands and potentially making even bigger waves:

SAP, Accenture, Schneider Electric, Adobe, to name a few.

But as a B2B marketer, you face more complexity and nuance than your B2C counterparts.

In B2B you need to strike a sensitive and realistic balance in how your brand chooses, lives, promotes and measures its purpose. Not getting it right can be catastrophic – isolating audiences, losing loyalty and tarnishing brand reputation.

So how can you decide if your brand should identify as a purpose-driven one and if so, balance purpose, people and profit for better?

In this B2B branding purpose masterclass, you’ll learn how to:

• Calculate your ambition for purpose and determine if it’s right for your brand.
• Spot and address sensitivities unique to B2B brands that might interfere with your brand purpose’s truth and potential.
• Sync other brand components, such as employer brand, mission/vision, and diversity with your brand purpose.

To watch the recorded session in full just log in or register as a free B2B Marketing member. It only takes seconds!