Summit US Sessions BE_The Accountable Brand Balancing Authenticity Purpose and Business Imperatives

How to Find, Build and Activate an Authentic Brand Purpose

Monday May 4, 2020 | 11:40 AM - 12:20 PM

Speaker(s):  Ian Bruce, Paul Ferron

Track(s): Brand Experience

The last two decades have seen a steady decline in trust in all institutions, especially brands. At the same time, many organizations have become interested in expressing a higher purpose and engaging in activities designed to convey relevance and authenticity. However, often these efforts ring hollow to external audiences and appear disconnected from business imperatives internally. In other cases, the lofty purpose expressed seems completely beyond the scope of the company’s business activities, leading to cynicism. In this session, we’ll provide an approach for building authenticity and purpose into corporate brand messaging to inspire audiences and drive business value.

This presentation will provide the following benefits:

  • Learn how to capture the purpose of the brand in a form that is relevant and plausible to corporate audiences
  • Understand the definition of a purpose statement and the steps for crafting a good one
  • Discover best practices for implementing a purpose-driven brand

May 3-6, 2020 | Austin, TX

 
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