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.