Speaker: Daianna Karaian

How to build purposeful brands that are commercially successful

Brand purpose is a hot topic. What does it really mean? Do customers actually care about it? Does it improve business metrics?

When it’s done in a strategic, authentic and insight-driven way, brand purpose can be a powerful way to generate loyalty and advocacy from customers and employees.

This is a hands-on, one-day masterclass on how to build brands that align commercial, customer and social value. It will provide the building blocks for a pragmatic and effective approach to purpose, using frameworks, case studies, individual and group work.

In this workshop, you will focus on:

• Defining brand purpose;
• How to establish brand purpose that makes sense for your business;
• How to make a compelling brand proposition that creates commercial value and makes a positive social impact;
• How to deliver on the brand purpose across all aspects of the business.

The masterclass is for senior planners, strategists and marketers from agencies as well as client companies.