Why B2B brands often struggle with brand purpose – and how to fix it

The Association of National Advertisers (ANA) led a survey of business-to-business marketers that sought to understand their use of brand purpose.

Business-to-business (B2B) marketers often struggle to develop and activate a meaningful brand purpose, according to a study led by the Association of National Advertisers (ANA), the trade body.

The ANA partnered with researcher The Harris Poll and co

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