Measuring purpose and repositioning B2B marketing: Your Marketing Week
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
The purpose polemic distilled
If there’s one subject guaranteed to divide opinion it’s brand purpose. An army of brands and commentators are convinced it is vital for brands to have a purpose beyond function because of intrinsic demand among millennials and younger, while there are some very loud voices who think it pointless and sometimes dangerously superficial.