Why it is important for B2B brands to find their why: A case study of Akamai Technologies

Kim Salem-Jackson and Afdhel Aziz
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Kim Salem-Jackson: Akamai Technologies, USA
Afdhel Aziz: Founder and Chief Purpose Officer, Conspiracy of Love, USA

Journal of Brand Strategy, 2023, vol. 12, issue 3, 226-232

Abstract: Soon after being named EVP and CMO of Akamai Technologies in March 2021, Kim Salem-Jackson realised that the brand was missing its ‘why’ — the reason it exists beyond profit. Working in partnership with Afdhel Aziz, Chief Purpose Officer at the purpose consultancy Conspiracy of Love, Salem-Jackson introduced a new purpose statement for the company: ‘We make life better for billions of people, billions of times a day.’ This paper analyses how the tech company selected its brand purpose, the strategies employed to bring leaders and employees along on the journey in an engaging and authentic way, and the unique role marketing plays in activating purpose for all stakeholders to drive growth and profitability.

Keywords: purpose; mission; vision; B2B; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:12:i:3:p:226-232

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