May 23, 2019

How Purpose Can Help Your B2B Brand Cut Through

What’s your brand’s purpose-driven story statement? Actually—let’s pull back a bit: what is a purpose-driven story statement? You could give it a few different names, but in essence, it’s a concise guiding principle that informs virtually every aspect of the company’s operation and, importantly, can’t be dismissed. In the case of UTAK, a toxicology quality control provider (serving chemistry labs, forensics experts, and more), they nailed it in two words: “Control Freaks.”

On this episode of RTU, CMO, and Chief Control Freak, Matt Kopp joins the show to discuss the origins of “Control Freaks,” and how two simple words have influenced every arm of the company, from product development, to customer engagement, to marketing. He also dives into the benefits of bringing in an outside agency (Renegade LLC) to develop the idea, the importance of internal buy-in, how to stand out in a crowded B2B market, and more.

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Quotes from Matt Kopp

It's a clinical world. There's a lot of stodginess, or that buttoned-up feel in that area. You have to make yourself stand out.
Being consistent and staying true to your plan is the biggest thing.