Profit is not purpose: putting the ‘why’ into professional services marketing and BD
Every business has a purpose – whether they know it or not.
Increasingly, clients and employees are looking beyond the financials to understand how businesses align with their values and desired impact on the world. The rise and rise of purpose-based marketing indicates that brands which define and articulate a clear and authentic purpose – both internally and externally – enjoy advantages over those that don’t in the war for business and talent.
The work of marketing and business development teams can help bring purpose to life and put it to work on the brand’s behalf. You may wonder where to start if purpose has not played a leading role in your brand identity before.
What does authenticity mean in a landscape where most firms proudly sport their values and purpose on their website for all to see?
What are the risks of purpose-washing and what’s the best way to engage stakeholders internally?
In this panel discussion, we will ask leaders in brand, marketing and BD these questions to identify the opportunities presented by purpose-driven marketing and advice for professionals looking to bring out the ‘why’ in their marketing and business development strategies.