about-me variable
FT Longitude invites you to their event

B2B content in a crisis: Is thought leadership ready for a reset?

About this event

Thought leadership: Ready for a reset?


Brands reflect on purpose, priorities and permanent change

The current crisis, coupled with extreme social and political events, has upended the corporate agenda. When profit alone is no longer enough to satisfy stakeholders and audiences are quick to question a brand’s authenticity, companies are re-evaluating their mission in a bid to be responsible and remain profitable. 

So what do these changes mean for thought leadership and its role in business? What have we learned over recent months, and which changes to content governance and strategy will endure?

While many will re-evaluate thought leadership’s role in a multi-stakeholder world, others are expected to quickly return to ‘business as usual,’ as they come under pressure to exploit insight-led content for commercial gain.

In this online debate, we discuss how to define the purpose of thought leadership for your organisation, how to align stakeholders across the business to unite the mission, and how to ensure its relevance to a range of audiences.

Tune in to find out:

  • Has the crisis created a long-lasting change to the purpose and impact of thought leadership? Or will things quickly return to the pre-pandemic status quo?
  • While marketers and commercial teams recognise its value in creating direct engagement and winning business, comms teams identify more with its powerful brand-building qualities. Can thought leadership successfully serve dual purposes?
  • Beyond just buy-in: Has the Coronavirus crisis kicked thought leadership up to Board level, or does it stay in the marketing and comms domain?
  • How can thought leadership enhance the profit vs purpose debate, and how can it align with the commercial and social agenda?


Thought Leadership Network

The Thought Leadership Network is a unique membership group that aims to promote thought leadership as both a marketing strategy and a career and provide a forum for practitioners to share ideas and knowledge.

Interested in becoming a member?

Membership provides access to a range of exclusive benefits that ensure our members have the insight they need to develop their careers and contribute to advancing the wider thought leadership practice.

Member benefits:

  • Specialist events
  • Exclusive content
  • Network with peers
  • Build your profile

Join now to become a founding member and enjoy 12-months free access and subscription to the Network.

For more insight, visit thoughtleadershipnetwork.com or visit longitude.co.uk for additional expert perspectives.

Hosted by

  • Team member
    Rob Mitchell Co-founder and CEO, Longitude and Chairman of Thought Leadership Network @ Longitude

  • Guest speaker
    Lucia Rahilly Global Editorial Director @ McKinsey & Company

  • Guest speaker
    Gordon Rawling Head BSS and OSS Marketing @ Ericsson

  • Team member
    Gareth Lofthouse Co-founder and CRO @ Longitude

FT Longitude

Webinars from FT Longitude