It has been more than a decade since author Simon Sinek declared “Start with Why” in his now-famous 2009 TEDx talk by the same name. His premise: People don’t buy what you do; they buy why you do it. In the years since, purpose branding has soared in popularity. But it is one thing for a company to identify a purpose, and another to define the very essence of its brand by that purpose. True purpose branding is far more than a logo, tagline, or corporate social responsibility (CSR) initiative. It is the process of targeting, positioning and marketing your brand in a way that benefits society.

In this session, you will:

– Understand what it means to be a true purpose brand, and how it’s different from corporate reputation or a CSR platform

– Learn best practices for identifying and defining your company’s purpose, and for determining whether it rises to the level of a purpose brand

– Discover the key success factors in activating a purpose brand, and how to ensure it is not perceived as disingenuous

– Learn from real-world examples how companies have successfully (and unsuccessfully) marketed themselves as a purpose brand