Demonstrating Brand Purpose Authentically

This event is over.

There is a big difference between a brand that claims to be purposeful and a brand that acts on its purpose authentically. Indeed, there is a growing mountain of evidence that shows the most trusted and loved brands ensure their purpose is true to the nature of the business and connects with stakeholders’ passions and expectations in a genuine way. By rooting purpose in authenticity, and consistently demonstrating actions that support the “why” of a business, brands can position themselves in the best possible light and make a meaningful difference in the world. “You have to be authentic,” stresses Raja Rajamannar, chief marketing and communications officer at Mastercard. “You cannot be opportunistic because people are not idiots. They see through you; they see through the facade. So, a brand has to find its authentic expression.” In this virtual half-day conference, hosted by the ANA Center for Brand Purpose, learn how top brands are living up to the high standards of their purpose both internally and externally, addressing the needs of society, and driving consequential change.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, August 31, 2022
11:00am
- 11:02am

OPENING REMARKS

Ken Beaulieu
SVP, ANA Center for Brand Purpose ANA
11:02am
- 11:30am

FINDING PURPOSE WHILE MAKING A PROFIT

In the years ahead, we’ll look back on this time as a turning point, a period of upheaval but also one when companies were forced to look inward, find their purpose, and take meaningful action to make the world a better place — while making a profit! In this session, NI CMO Ana Villegas and her colleague Tabitha Upshaw, senior direct of brand, reputation, and impact, will share the journey NI is on to find its authentic “why.” They will detail the challenges encountered and NI’s learnings along the path to becoming a force for good in the world.

Ana Villegas
CMO NI
Tabitha Upshaw
Senior Director of Brand, Reputation, and Impact NI
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11:30am
- 12:09pm

PURPOSE AT A CROSSROADS: EVOLVE OR SELF-IMPLODE

Is purpose no longer the differentiator, the love magnet, or business driver it used to be? In his latest book The Hero Trap, internationally recognized purpose pioneer Thomas Kolster claims consumers are no longer buying your purpose or actions but who you can help people become. It’s about making people healthier, climate friendlier, or more conscious, he contends. To showcase this emerging change, Kolster collaborated with research experts at GfK on “The Purpose Impact Monitor,” and he will reveal the thought-provoking results. In addition, Thomas will be joined by Google’s creative lead, Franc Cheetham, to discuss the findings and explore what’s next for brands looking to execute their purpose more authentically.

Thomas Kolster
Author Goodvertising and The Hero Trap
Franc Cheetham
Creative Lead Google
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12:09pm
- 12:42pm

HOW PURPOSE DRIVES THE STORIES OF SANTA’S NORTH POLE

Being the voice of Santa Claus for millions of children around the world is the ultimate responsibility, and honestly, there is no tougher audience. If a company’s message is not authentic, kids will know it first. The Lumistella Company, home to numerous best-selling products such as The Elf on the Shelf and Elf Pets, was created to tell the stories of Santa’s North Pole. In this session, Chanda Bell, co-CEO at Lumistella and chief storyteller for Santa Claus, will explain how the company supports its mission and vision authentically through a purpose-driven lens. Come prepared to be inspired and challenged by all the lessons learned from the world’s toughest critics — kids! 

Chanda Bell
Founder and Co-CEO The Lumistella Company
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12:42pm
- 1:14pm

USING PURPOSE TO BETTER COMMUNITIES

Albertsons Companies Inc., one of the largest food and drug retailers in the U.S., is committed to bettering the lives of people in its neighborhoods. Through the Albertsons Companies Foundation, more than $81 million was raised in 2021 to support important causes such as food insecurity, disaster relief, and cancer research and treatment. In this one-on-one chat, Countable CMO Jory Des Jardins sits down with Christy Duncan Anderson, executive director and president of the Albertson Companies Foundation, to learn about her role as a “brand actionist” and the strategy, tools, and partnerships Albertsons is leveraging to transform its purpose into community engagement and meaningful outcomes.

Christy Duncan-Anderson
Executive Director and President Albertsons Companies Foundation
Jory Des Jardins
Chief Marketing Officer Countable
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1:14pm
- 1:26pm

KIA: DRIVEN BY PURPOSE AND SOCIAL GOOD

In today’s environment, the success of a brand comes down to one thing: its brand purpose. And the key to bringing purpose to life in a way that resonates with consumers is through empathy and authenticity. When brands put greater good ahead of profits, customers see that and want to be part of it. In this session, Russell Wager, VP of marketing at Kia America, and David Angelo, founder and creative chairman of David&Goliath, Kia’s creative agency-of-record, will share how the automaker amplifies its brand purpose through actions and initiatives that are not reactive or contrived, but rather come from a place of authenticity and brand truth. Whether its fighting against youth homelessness, providing support for frontline workers during the pandemic, or most recently, partnering with the Petfinder Foundation, Kia maintains its steadfast commitment to purpose and social good and communicates those messages through creative and innovative brand campaigns.

Russell Wager
Vice President, Marketing Kia America
David Angelo
Chairman and Founder David & Goliath
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1:26pm
- 1:31pm

CLOSING REMARKS

Ken Beaulieu
SVP, ANA Center for Brand Purpose ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.