Why Purpose Matters Even More in the Post-COVID Era

Guest: Ed Rusch Head of Global Marketing, Command Alkon

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Where do you go when you’re a guest on Renegade Thinkers Unite but can’t find a quiet place in the house? To the RV, of course! That’s where Ed Rusch, the VP of Marketing at Command Alkon, has set up his #WFH headquarters, working closely with his team as the company adapts to working remotely. Fortunately, the heavy construction software company isn’t new to big change—over the last three years, Rusch has led the launch of an impressive brand transformation, repositioning Command Alkon as a category innovator and leading provider with the perfectly pithy purpose-driven story statement: “Together we build amazing.”

Command Alkon had defined the way that business was done for the last 40 years, so when they found an even better way of doing things, they were setting out to disrupt themselves in order to change the industry, pulling intercompany value from a supply chain perspective through to construction. On this week’s episode, Rusch leads us through Command Alkon’s brand reimagination, starting with the quick wins that generate leads and gain executive buy-in, developing a provocative story, and then bringing that story out to employees and customers in order to build upon that promise.

For additional materials about finding your brand’s purpose in order to weather any storm, take a look at our comprehensive guide to effective B2B brand strategy. For more about how brand purpose can help businesses out of a downturn, check out our 6 tips to drive B2B demand generation.

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