How can a business discover its brand story? The first step, according to David Altschul of Character LLC, is to identify the story's conflict. Now, this isn't the classic "good vs. bad" conflict that you tend to see in Marvel movies—a brand conflict is between two positives, think "independent vs. social" or "strong vs. soft." That's what Character specializes in, and they've helped some big-name clients (think Walmart, Amazon, Wendy's) embrace such conflict and infuse it into the way they do business.

Why does this matter in B2B, you ask? Well, there are a few reasons. At the outset, brands with story set themselves apart from competitors that are just selling products; when the buying committee comes together, story unifies the c-suite's perspective of your brand; and finally, story gives you a framework for making decisions no matter what you come up against, even a pandemic.

Tune in to this week's episode to hear David's expert advice on discovering brand story, and how to align the goals of your business across the board. He also answers questions from our live audience of three CMOs: Kevin Alansky of Higher Logic, JD Dillon of Enphase Energy, and Dave Bornmann of Naylor Association Solutions.