Sue Mizera and James Risch, WARC Exclusive, July 2021
This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.
For the last few years, in marketing circles and beyond, the latest iteration of corporate good has been ‘purpose’. Businesses of all hues have been keen to demonstrate their brand purpose as a way of sharing their values and showing that their reason for being goes beyond pure profit.
Brands that are perceived as running more creative or expensive ads may see benefits whether they are focused on reaching consumers or business-to-business customers, a study in the Journal of Advertising Research (JAR) has argued.
Brian Carruthers, Event Reports, Qual360 Europe, February 2018
Delivery Hero, the company behind restaurant delivery brands such as Hungry House, drilled down into not only the consumer’s experience, but the drivers’ and restaurants’ in order to smooth the journey and ensure loyalty.
This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.
Ketchum, an advertising agency, quickly lived up to its employee commitment of supporting CSR initiatives at a global scale by dramatically increasing the number of projects the company undertook in the seven years since the program's launch.
Maria Domoslawska, Alistair Goodman, ESOMAR Conference papers, Congress, New Orleans, September 2016
This paper details how Orange, one of Europe's largest mobile network providers, got its employees to become more customer-centric and pay attention to the varying needs of specific customer groups with the creation of a 'Segment Toolkit'.
Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.