- 04 Mar
B2B Companies See Purpose As A Path to Success
from Marketing Charts
For some time now, purpose has been an important factor when it comes to consumers’ connection to a company. And this sense of purpose has been a driving factor for many B2C businesses.
The Power is in The Purpose, Even for B2B Companies
But now, according to a report [download page] from the ANA, B2Bs are also recognizing the role purpose plays in setting them apart from the pack. And, they are beginning to recognize that their corporate purpose is important to their business success.
The study found that B2B companies are embracing purpose because, according to their customers, it shows values and character in action, drives business growth and deepens their customer relationships. All important factors in their business and market growth. Although the majority of B2B companies acknowledge the importance of purpose to business, only one-quarter. So, to see more insights into the study and to download the original report, read the full article at MarketingCharts.com
- 26 Feb
Consumers Are Skeptical When Brands Take A Stand. How Can They Boost Credibility?
from Marketing Charts
Consumers respond favorably to businesses that are not only driven by growth, but that also focus on impacting societal issues in a positive manner. And this is backed up by a recent survey report from Sprout Social. They found that 7 in 10 of the more than 1,500 consumers surveyed say they think it’s important for brands to take a stand on social issues.
But Do They Really Trust the Motives of Brands That Do?
The survey found that consumers do want brands to take a stand. But, about two-fifths feel that brands are not credible when they do. That skepticism has increased since 2017. And, is reflected in consumers’ perception of why brands take a stand. More than half feel that brands do so for PR or marketing purposes.
What Gives a Brand’s Stance Credibility?
The report points out that customers are more likely to think a brand’s stance is credible if it has an impact on the brand’s customers. Or if it impacts the brand’s direct business operations. To see more on this study and to download the original report, read the full article at MarketingCharts.com.
- 23 May
Your Organization’s Mark On The World
The importance of your organization’s unique trade mark can never be overemphasized. Your trade mark needs to be protected both legally and by using it wisely.
Your Trade Mark – One of the Most Valuable and Important Assets Your Company Has
In marketing terms, your trade name, and trade market are important. But the mark that can mean the most to your business may be the one that your organization is leaving on your community. So, whether you are a solopreneur, have fewer than 20 employees or maybe have a few hundred people who work in your organization – you can leave your mark. And being an organization that changes the course of your community is good for business.
Here are some of the ways it translates to your bottom line at McLellanMarketing.com