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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
