The Role of Brand Purpose in Purchase Decisions: Evidence and Mid‑Market B2B
Brand Strategy, Brand Marketing, Brand Development Tom Sullivan Brand Strategy, Brand Marketing, Brand Development Tom Sullivan

The Role of Brand Purpose in Purchase Decisions: Evidence and Mid‑Market B2B

In 2026, brand purpose is no longer a “nice-to-have” in the mid-market B2B space—it’s a strategic lever. This deep dive explores new data, buyer psychology, and real-world examples showing how brand purpose shapes vendor selection, trust, and long-term loyalty in a B2B environment increasingly shaped by values as much as value.

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When Your Brand Archetype Changes: Recognizing & Executing a Brand‑Rebirth Strategy
Brand Marketing, Brand Strategy, Archetype Branding, Brand Transformation, Business Identity Tom Sullivan Brand Marketing, Brand Strategy, Archetype Branding, Brand Transformation, Business Identity Tom Sullivan

When Your Brand Archetype Changes: Recognizing & Executing a Brand‑Rebirth Strategy

Brand archetypes give your business a powerful psychological shorthand, but what happens when your current archetype no longer reflects who you are—or who your audience needs you to be? This blog explores how to recognize the signs that your brand archetype is evolving, and how to strategically execute a brand rebirth without losing trust or clarity.

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From Data to Resonance: How Metrics Guide Compelling Storytelling
Brand Strategy, Brand Marketing, Marketing Analytics, Brand Storytelling Tom Sullivan Brand Strategy, Brand Marketing, Marketing Analytics, Brand Storytelling Tom Sullivan

From Data to Resonance: How Metrics Guide Compelling Storytelling

In a world flooded with metrics and dashboards, it’s easy to forget that data’s true purpose isn’t to quantify—it’s to clarify. When used wisely, brand metrics become narrative tools that help us understand why stories resonate, not just how campaigns perform.

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