Is your brand purposeful enough?
In a world turned upside down by coronavirus, where authenticity is everything and customers can smell bullshit a mile off, B2B marketers need to focus on brand – sometimes as never before.
In particular, having a genuine, well-expressed and clearly communicated brand purpose, which is understood from the top to the bottom of the organisation, has gone from being a novelty to an absolute business-critical essential.
But what does a great brand purpose look or feel like, and more importantly, what do B2B marketing leaders need to ensure their organisation has one, and that its implications are sufficiently understood or expressed?
In this session, we’ll discuss:
- How to ensure brand purpose is the foundation of great marketing.
- How to understand if your purpose is deficient – and what to do about it.
- How to get the board to align and embody brand purpose.
- What to do if your brand purpose sucks and no-one is listening.