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A brand's purpose has to be more than words on a page. It must be embodied by the individuals that comprise an organization, and practiced from the top down. Alicia Tillman (Global CMO of SAP) knows that building a community around a shared set of authentic beliefs can have a huge impact on the bottom line.

A genuine brand purpose can build customer preference, engage employees, and really enhance brand value overall. Tune in, as she talks about marketing SAP's automation technology to helps other brands fulfill their purpose, and the human side of selling.

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