Well beyond BtoB or BtoC, being a brand that matters to people and meets their needs takes more than tactical know-how or incremental tweaks. It takes the kind of wholesale, intentional marketing strategy and leadership that drives sustained meaning and value. It's about being a business-to-culture marketer, and Cisco's Carrie Palin and Mastercard's Raja Rajamannar are examples of brand leaders who know how to not just harness culture but become an essential part of its fabric to support businesses and enhance consumers' lives. Here's a dive into the decisions they've made and didn't make, missteps, and wins.