Brand Purpose and Sustainability, Hosted by Yale University

This event is over.

Join the ANA Educational Foundation (AEF) and the Yale Center for Customer Insights on February 26 as the top minds in brand purpose and stewardship share insights for driving meaningful growth in this virtual half-day conference.  With the advent of the COVID-19 pandemic, social justice movement and economic downturn, there has never been a more critical time to expand your purpose-driven strategies to consider a wide range of stakeholders across every level of business. Speakers from the Technology and CPG industries will discuss the latest challenges and opportunities in aligning a company’s brand purpose with strategic initiatives for business growth, exploring recent examples from the new era of multi-stakeholder capitalism. The conference welcomes professional marketers as well as members of the Yale University community to hear best practices and gain actionable insights at this live event.

 



Agenda

 


TIME EVENT DETAILS LOCATION
Friday, February 26, 2021
2:00pm
- 2:05pm
OPENING REMARKS

Marcia Soling
Vice President, Content Manager ANA Educational Foundation
Jon Iwata
YCCI Ogilvy Fellow Yale University
2:05pm
- 2:40pm

BEING A FORCE FOR GROWTH AND A FORCE FOR GOOD

We’ve been wired to operate in a fiercely competitive business environment, but when does a competitive approach actually slow down progress?  Hear Yumi Clevenger-Lee share her story of reaching out to competitors for radical collaboration to help solve issues that are too big to solve alone, while still maintaining that competitive edge to drive business growth.

Yumi Clevenger-Lee
Executive Vice President & CMO Nestlé Waters North America
View Event Recap
2:40pm
- 3:15pm

DO WE WANT TO GROW OUR BUSINESS ON PURPOSE?

Companies have always acted and built brands with purpose.  In recent times, because of the internet, social media and consumer activism but also because of competition, social inequality and commerce, it is becoming increasingly business critical.  Now, more than ever.  But how much of a brand’s effort should be devoted to purpose?  Is it the only thing we should do?  And what happens if we don’t do any of it?  Looking at the past, the present and the possible future of General Mills, Ivan Pollard will attempt to highlight where we think the answers might lie ... wait, do I mean reside or dissemble?  Come along to find out.

Ivan Pollard
SVP, Global Chief Marketing Officer General Mills
3:15pm
- 3:50pm

A FIRESIDE CHAT: PURPOSE FROM THE START

High growth companies, especially in the technology sector, often begin with a purpose before a product. Whether trying to disrupt an existing category or create a new one, many start-ups begin with a meaningful societal problem to solve. For Spotify, the purpose was to create ways for artists to be able to live off their art, by directly connecting them with fans. Seth Farbman, the founding CMO of Spotify, will interview Dara Treseder, Peloton about that fast-growing company's purpose and its role in their ongoing success.

Dara Treseder
Chief Marketing & Communications Officer Peloton Interactive
3:50pm
- 4:25pm

EVOLVING OUR IMPACT APPROACH

Learn how to navigate a new world from a socially conscious brand that leads with impact at every touch point. TOMS Shoes, the original one-for-one company has evolved from giving charity to supporting good on the ground. Ian Stewart will offer a 360° approach to building an impact-centric brand and organization. Hear what TOMS learned from 2020 and what their future holds.

Ian Stewart
Chief Marketing Officer TOMS Shoes
4:25pm
- 4:35pm
CLOSING REMARKS

Jon Iwata
YCCI Ogilvy Fellow Yale University

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.