How Akamai answered the ‘why’ regarding its brand purpose

Marie Griffin

Explains why identifying a brand’s purpose is a crucial step toward driving successful marketing campaigns and positively positioning brands for the future.

Brian McCarthy/Akamai

Kim Salem-Jackson, EVP and CMO at Akamai, initially set out to update the technology company’s purpose to drive a new marketing campaign but ended up leading the entire organization through what she calls “a very robust journey of...

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