Brand Purpose

The infamous rebrand – a necessary, yet daunting task to maintain relevance and competitiveness in the ever-evolving B2B tech scene. When done right, this strategic exercise becomes the linchpin unlocking new opportunities that impact the…
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Critics of “brand purpose” – the idea that brands need to improve the world or society as well as just make money – tend to dismiss the notion as an ineffective fad. You’ll hear brand purpose called virtue signaling, or people making claims…
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