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Purpose driven 
business-to-business brands 
Creating them, and aligning an organisation around them 
by Sense Worldwide
Purpose-driven branding: why it matters 
When your brand has a purpose, great things happen. 
What is your company’s place...
Purpose-driven business-to-business brands 
From commodity supplier to partner. Purpose changes sales conversations, and c...
We help brands find their purpose: this is how 
Brands find their purpose in successfully resolving a real tension or conf...
Case study: DS Smith 
Purpose-driven messaging and experience design for Europe’s largest secondary packaging company. 
DS...
Managing multiple stakeholders 
We’re going to take a big leap. Let’s make sure we’re all facing the same way. 
A purpose ...
7 
Regence BCBS from price-driven sales to demand-driven consumer champion. 
Regence was challenged with a market that was...
Purpose workshops: how to run one 
When worlds collide, transformation happens. 
This is where we collide our understandin...
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Purpose Driven b2b brands - Creating them, and aligning an organisation around them

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How do you transform your sales conversation? By defining your company's purpose. Brand purpose has been big in consumer companies for years. It transformed the fortunes of Dove, Old Spice and Always. But it can do the same for business to business brands as well. B2B companies like IBM and DS Smith have defined their brand purpose. This has helped them to escaped the commodity trap and established their positions as thought leaders and strategic partners, increase their margins and open up new business opportunities. Want to define your business' purpose? Here, top strategy company Sense Worldwide shows you how it's done.

Published in: Leadership & Management
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Purpose Driven b2b brands - Creating them, and aligning an organisation around them

  1. 1. Purpose driven business-to-business brands Creating them, and aligning an organisation around them by Sense Worldwide
  2. 2. Purpose-driven branding: why it matters When your brand has a purpose, great things happen. What is your company’s place in the world? How does it resolve a universal human dilemma? Great brands have an answer to that question. Old Spice helps young men navigate the seas of masculinity. Dove helps women to escape the oppression of the beauty industry by finding their own beauty. Nike believes that if you have a body, you’re an athlete. Their teams work on more than products and services. They get out of the shower every morning to make a dent in the universe. When your brand has a purpose, your consumer-facing promise will express that in communications. So will your internal communications. And it will inform every experience design help customers and staff to live the purpose every day. A purpose isn’t a marketing platitude. It’s a reason for showing up. It’s a cause. It’s a rallying cry. It’s also a turbo-charged way to transform sales. Dove consistently grows 18% YoY. Old Spice’s This is the man campaign contributed to a 107% boost in sales.
  3. 3. Purpose-driven business-to-business brands From commodity supplier to partner. Purpose changes sales conversations, and client relationships. Great purpose-driven brands are built on an insight into the tensions and contradictions in its consumers’ lives, and an understanding of how that brand resolves the tension. Women want to look attractive, but are oppressed by unattainable images pedalled by the beauty industry. Dove reconciles this by finding the inner beauty in everybody. Business to business marketing can benefit from this thinking too. Our work lives are as contradictory as our home ones. I want to reduce my company’s carbon footprint, but I don’t want to travel economy. Manufacturers want to source raw materials from non-conflict zones. But they don’t want to pay a premium for that. IBM was a pioneer of purpose-driven B2B marketing with its ‘Smarter Planet’ repositioning. It transformed perceptions of the company from a trusted IT vendor to a consultant selling joined-up thinking, on a mission to ensure that our world becomes more intelligent, and serves us better. Our own work with business to business clients like DS Smith has convinced us of the power of purpose. It transforms sales conversations from price-based ‘beat up the vendor’ sessions to high-level strategy partner discussions. It turns senior managers into industry thought leaders. Deliotte recently published a survey of fast-tracked millenials in business. These leaders of the future said that the most important role of business was to improve society. To attract that kind of talent, and to escape commodification, more and more B2B clients will be looking for their purpose.
  4. 4. We help brands find their purpose: this is how Brands find their purpose in successfully resolving a real tension or conflict in their customers’ lives. Consumer tension Our brand at its best Brand Purpose
  5. 5. Case study: DS Smith Purpose-driven messaging and experience design for Europe’s largest secondary packaging company. DS Smith had never marketed its thinking before, only its products. Sense Worldwide was briefed to help it redefine itself as a strategic partner as opposed to a commodity vendor. We conducted interviews with customers ranging from junior buyers to the CEO of a major packaged goods company. We also did an in-depth audit of their capabilities. We identified a universal tension among clients. They felt pressure from above to do more: innovate faster, run global operations, raise margins. But they were having to do it with less: less resource, less expertise, less time. Once this was understood, their literally thousands of products and hundreds of brands were sorted into a single experience map in one workshop by a group of 25 stakeholders. That’s the power of purpose. Identifying DS Smith’s brand purpose was the springboard for a wholesale redesign of the customer experience, from product and feature hierarchy to service design and messaging. DS Smith are the masters of minimalism The power of less Consumer I need to do more with less
  6. 6. Managing multiple stakeholders We’re going to take a big leap. Let’s make sure we’re all facing the same way. A purpose can’t be imposed on a company. From the coalface to the boardroom, it will be rejected if employees don’t recognise themselves in it, or the world view it represents. A purpose can’t be invented. It has to be co-created. The best brand purposes come out of extensive, in-depth discussions with key people across a company, and equally rigorous sessions with its customers. Salespeople often have a one-dimensional view of their clients. Every ad agency account person believes their client CMO spends all day worrying about the quality of their advertising. If only they knew the truth.
  7. 7. 7 Regence BCBS from price-driven sales to demand-driven consumer champion. Regence was challenged with a market that was changing from B2B to direct-to-consumer. It had a sales-driven culture with little incentive to change ahead of legislation. Its senior management team decided to become a consumer-focused company. Sense Worldwide conducted co-creation sessions, bringing together senior stakeholders with a wide variety of Americans. It quickly became apparent that Americans didn’t see health or wellness as a challenge, so much as their whole quality of life. We worked with the management team to produce a new proposition as a Quality of Life Services company - one facet of which would be health and wellbeing. This led to a name change, an M&A plan, technology platform development and a completely new consumer proposition well ahead of its rivals. Mark Ganz, CEO of Regence BCBS, presents its new purpose: Quality of Life initiatives. These included buying a chain of gyms and building a successful online wellness programme. Case Study: Regence BCBS Quality of Life Services Company Services Regence has the power to enhance every day of every American’s life. I live in the wealthiest nation on Earth, but my quality of life is very poor.
  8. 8. Purpose workshops: how to run one When worlds collide, transformation happens. This is where we collide our understanding of the business environment with our understanding of the customer. Here’s our top tips for running a successful purpose workshop: •Bring together internal stakeholders from across the organisation •Build empathy. Construct personas for your key customers. •Describe their lives and jobs fully, not simply in the moment where we try to sell them something. •Next think about their next personal goal, the barriers that stop them from getting there. •Now think about their ultimate goal. What’s Nirvana? •What stops them from getting there? Now you have some tensions. Time for lunch. Next, bring out your findings about what your company does at its best How does it resolve the tensions? Don’t refine. Don’t stop at one. Generate as many tensions, and resolutions as you can. Step back. Breathe. Discuss. Vote. Got one? Well done.

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