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Going Beyond “Purpose” to Build Brighter Brands and Better Businesses

The "brand purpose" bandwagon has become awfully crowded. And as more and more brands seek to capitalize on the opportunity to cast themselves in a more authentic and meaningful light, the language of "brand purpose" has become weak, watered down, and increasingly meaningless.

Marketing purpose is easy. Embedding purpose is hard work. And while purpose can be a powerful tool, simply capturing your "why" in the form of a tagline or mission statement isn't the finish line; it's a starting point. As brand leaders, we have a responsibility to push beyond a simple purpose statement and show – not just tell – our stakeholders that our commitment to purpose is more than just a tagline. We call this process, of pushing beyond a simple purpose statement to more meaningfully embed purpose within an organization, getting to The Bright Side of the Brand.

This informative webinar will broaden your view of brand purpose and provide attendees with practical strategies to embed and communicate purpose from the inside out. Learn the value of brand culture, storytelling and leadership to connect with diverse stakeholders and create multilevel impact. We will highlight key leaders, case studies and practical strategies for more effectively leveraging the bright side of your brand.

What You Will Learn

  • Gain practical strategies to embed and communicate purpose within your organization from the inside out
  • Understand the value of brand culture, storytelling, and leadership to connect with diverse stakeholders and create multilevel impact
  • Discover how to effectively leverage the Bright Side of the Brand through examples from key leaders and case studies
  • Learn how to avoid "purpose-washing" and how to proactively combat it

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