Latest / B2B Marketing: The Provocative Truth
Marketing in a Divestment and Re-Brand, with Lucy Birch, CM&CO at Kantar Public
In this episode of B2B Marketing: The Provocative Truth, Benedict speaks to Lucy Birch about what a divestment means for B2B marketing, and the CMO’s role in guarding the business’s values.
Divestments are unique opportunities as it provides a chance for marketing to re-shape the brand values so that they align with the business’s future. However, this is much easier said than done; it’s tricky to balance establishing new, authentic principles that will guide the business going forward and managing employee’s expectations of the business’s identity. How can a CMO be the guiding voice of the…
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