Committees | Events & Webinars | Brand Purpose | ANA

Brand Purpose

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Networking Breakfast (9:00 – 9:30 a.m. ET) IN-PERSON ONLY

Opening Remarks & Introductions (9:30 – 9:45 a.m. ET) | IN-PERSON & VIRTUAL
Ken Beaulieu, 
EVP of  the ANA Center for Brand Purpose, ANA
John Paquin,
Senior Director, Brand & Media, ANA

I. Talking About the Unmentionable (9: 45 – 10:25 a.m. ET) | IN-PERSON & VIRTUAL 
Sufferers of chronic intestinal diseases don’t like to talk about it. They often don’t even tell their doctors until it gets really bad, so they may go undiagnosed — and untreated — for far too long, leading to harder-to-treat cases. Patients also often need to use the bathroom quickly, without much notice, but public restrooms are sorely lacking across the U.S., leading them to stay home rather than risk an accident.

A creative public service campaign from the Crohn’s & Colitis Foundation has been working to destigmatize the topic of diarrhea and culturally stigmatized “bathroom talk.” The nonprofit also recently launched a restroom finder app and an Open Restrooms Movement and PR campaign to help patients with Crohn’s disease or ulcerative colitis more easily find a nearby restroom. In this session, Judy Hoffstein, chief marketing and communications officer at the Crohn’s & Colitis Foundation, will show how the organization is building understanding of the disease and patient needs through PSAs, social media, PR coverage, and other means, and explain why partnerships with brands are critical to advancing its great mission.

Speaker: Judy Hoffstein, Chief Marketing & Communications Officer, Crohn's & Colitis Foundation

II. If You Want to Go Far, Go Together (10:25 – 11:05 a.m. ET) | IN-PERSON & VIRTUAL
Truth Initiative, and its iconic truth campaign has always put purpose at the center of everything it does. Truth Initiative’s mission is to achieve a culture where youth reject smoking, vaping and nicotine. And since the early 2000’s, truth has had a track record of marketing to young people in a way that impacts culture and saves lives. Whether it’s dropping body bags at the doorstep of the tobacco industry, forewarning of a world with no cats (or cat videos), or launching a fake vape company called Depression Stick, truth has found ways to rise above the fray of typical anti-tobacco marketing and strike at the heart of youth culture.

And when it comes to effective marketing and behavior change, truth has proven itself time and time again - with published research crediting the truth for preventing 2.5 million young people from becoming smokers between 2015 and 2018.

But, how do you remain relevant with a fickle audience, a culture increasingly averse to advertising, and a tobacco industry that is perpetually reinventing nicotine addiction? The answer lies in partnership. As the proverb goes: if you want to go fast, go alone. If you want to go far, go together. Finding the right partners, collaborators, and co-conspirators is crucial for gaining momentum and visibility in any movement or purpose-led work.

Elizabeth Kenny, Chief Marketing and Strategy Officer, Truth Initiative
RG Logan, Senior Vice President of Strategy, Marketing, Truth Initiative

BREAK (11:05 - 11:20 a.m. ET) | IN-PERSON & VIRTUAL 

III. 5 Keys to Brand Purpose & How to Avoid “Purpose Washing” (11:20 – 12:00 p.m. ET) IN-PERSON & VIRTUAL 
Speaker: Anthony Farina
CCO and VP Corporate AffairsCSL Behring

IV. How to Thrive as a True Purpose Brand: Key Success Factors (12:00 – 12:40 p.m. ET) | IN-PERSON & VIRTUAL 
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, learn what it means to be a true purpose brand, and how it’s different from corporate reputation or a CSR platform; best practices for identifying and defining your company’s purpose, and for determining whether it rises to the level of a purpose brand; and the key success factors in activating a purpose brand, and how to ensure it is not perceived as disingenuous.

 Mitch Duckler, Managing Partner, FullSurge

WRAP - UP & LUNCH (12:40 – 1:30 p.m. ET) | IN-PERSON ONLY