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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 enhance brand value. Tune in, as she talks about marketing SAP's automation technology to help other brands fulfill their purpose.