Purpose – It’s Not for Everyone

Should you invest in a really creative purpose or should your purpose simply be to offer the best products and services? Find out from Philips, Purpose, cg42, and Glocalities when a purposeful strategy impacts your brand equity for the better – and when it doesn’t.

Tune in for an intriguing discussion answering critical questions:

  • Where does purpose fit into brand strategy?
  • Where does company purpose end?
  • Where does purposeful marketing begin?
  • What gives a brand the credentials to step in?
  • Is purpose right for everyone?
  • and more

“Purpose” has become just another buzzword in the world of brands, leaving us with confusing questions like “what’s the true purpose of brand purpose?”

How can a strategic purpose grow your brand and enhance its equity? It’s high time brands put their purpose to work, in a way that truly works.

What is the difference between having a purpose for your company and communicating that as a brand? When does it work and when does it not?

The expert panelists:

  • Thomas Marzano, global head of brand @ Philips;
  • Dominik Prinz-Barley, partner @ cg42;
  • Laura Quinn, senior strategy director @ Purpose;
  • Martin Schiere, consumer goods lead @ Glocalities;
  • Moderated by: Flavia Barbat, editor-in-chief @ Brandingmag.

Purpose is not a marketing trick – either you do it or not – the question is then how central it becomes to your brand strategy?

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