The B2B purpose paradox: How purpose powers business-to-business growth

Outlines the results of a survey of business-to-business marketers that sought to understand their use of brand purpose.
  • While many business-to-business brands are exploring purpose, few have successfully developed and activated such a proposition.
  • In many cases, survey respondents were concerned that purpose-based endeavors were more like a public-relations exercise than an authentic, thoroughgoing corporate imperative.
  • Among the benefits associated with brand purpose are reaching new customers, protecting a company’s reputation and assisting growth....

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