Brand Purpose — Growth for Good (Coming in 2021)

A collaboration between the ANA Center for Brand Purpose, the ANA Nonprofit Federation, and the ANA’s Brand Activation practice, the Brand Purpose — Growth for Good Committee focuses on bringing together member brands and nonprofits to discuss the critical role purpose plays in driving organizational growth and positive social change. Learn how to activate purpose internally and externally, the secrets to aligning a brand with the right nonprofit partners, how to enrich society by tapping into cultural trends, and ways to drive a purpose strategy forward and measure success. (This committee, to launch in 2021, is open to all ANA client-side marketer and nonprofit members, as well as Gold and Platinum marketing solutions provider members.)

Committee Chairs:
Anthony Farina, Chief Communications Officer and Vice President of Corporate Affairs, CSL Behring
Judy Hoffstein, Chief Marketing Officer, Crohn’s & Colitis Foundation

ANA staff managing the Brand Purpose — Growth for Good Committee are Ken Beaulieu and Mike Kaufman.

Discussion Topics

• Defining a brand’s purpose and ensuring it’s authentic
• Determining a brand’s role in culture
• Driving internal buy-in for brand purpose
• Activating a brand purpose strategy to key stakeholders
• Tapping into an organization’s purpose ambassadors
• Working with charities and other partners to promote purpose
• The role of cause marketing in an effective integrated marketing plan
• Building a fruitful relationship with nonprofit partners
• Demonstrating the organizational and societal impacts of purpose
• Measuring the impact of a purpose-driven strategy on business growth