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Ignite USA 2020 session: The Brand Stand

May 19, 2020

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!

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When you view this content, your data will also be shared with our trusted partner Omobono who may contact you with further relevant information.

For more information on how we process your personal data please see our privacy policy.

Summary

Topic

General B2B marketing

About your personal data

When you submit your details in order to access this content, your data will also be shared with our trusted partner Omobono who may contact you with further relevant information.

For more information on how we process your personal data please see our privacy policy