How Purpose Sparks Innovation, Differentiation, and Preference, hosted by Cruise

Studies show that brands with an inspiring, authentic, and well-aligned brand purpose — a reason to exist beyond profit — are more innovative, distinguished from competitors, and highly preferred and trusted. In fact, how a company uses its resources to help solve the biggest challenges of our time is more important than ever. Sixty-eight percent of consumers said they would buy the products or services of a purpose-driven brand, and 69 percent would recommend this brand to others, according to a new study by StrawberryFrog and the Reputation Institute. In this virtual event hosted by Cruise, the self-driving car company backed by General Motors, learn how leading brands are making a difference in the world through innovation and authentically communicating their purpose to more deeply connect with their customers’ passions and expectations.

when

Start: Thursday, June 18, 2020 at 11:00am

End: Thursday, June 18, 2020 at 2:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $0 Platinum Tier $49 Gold Tier $99 Silver Tier $149 Individual $249 Nonmember $249

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Thursday, June 18, 2020
11:00am
- 11:10am
Welcome Remarks

Ken Beaulieu
Senior Vice President, Marketing & Communications ANA
11:10am
- 11:15am

OPENING REMARKS

Kristine Boyden
Chief Communications Officer Cruise
11:15am
- 11:45am

BUILDING THE CRUISE BRAND PURPOSEFULLY

Cruise is building the world’s most advanced self-driving vehicles to safely connect people with the places, things, and experiences they care about. Learn how Cruise codified its brand purpose and identity system as it works toward a future that is all electric, self-driven, and shared. 

Amy Kepler
Director, Marketing Cruise
11:45am
- 12:15pm

HOW BD INNOVATES ON PURPOSE TO CHANGE THE WORLD

One of the largest global medical technology companies in the world, BD is "advancing the world of health" by improving medical discovery, diagnostics, and the delivery of care. The B2B company has a presence in virtually every country and partners with organizations around the world to address some of the most challenging global health issues, including the COVID-19 pandemic. Learn how BD, named to Fortune's Change the World list three times since 2015, has evolved and activated its purpose over 120 years, driving innovation and creating shared value.

Beth Yates
Senior Director, Strategic Brand Management Becton Dickinson (BD)
12:15pm
- 12:45pm

HOW BRITA ACTIVATES A PURPOSE-DRIVEN BRAND

Marketers all recognize the power of purpose and express their commitment to building purpose-driven brands, but what does it mean in reality? In this session, learn about Brita’s journey to becoming a purpose-driven brand and the complexities of activating a powerful, ambitious brand purpose in challenging times like these. 

Yating Wong
Director of Marketing, Brita The Clorox Company
12:45pm
- 1:15pm

WHAT DRIVES PURPOSE AND THE BEHAVIORAL IMPACT

Inspired by unique data and insights from the 2020 Global RepTrak study based on more than 250,000 individual ratings, this session will explore what it takes for companies to effectively differentiate on purpose. What is purpose? How is it measured? And what roles do sustainability, innovation, and fulfilling social needs play in shaping purpose? In addition to learning best practices from some of the world's leading companies, hear how to create an actionable model for marketers to drive "higher purpose" and guide decision-making to yield optimal behavioral impact.

Stephen Hahn-Griffiths
Executive Vice President, RepTrak for Marketing Reputation Institute
1:15pm
- 1:45pm

THE REIMAGING OF BRAUNABILITY'S PURPOSE

In this session, BraunAbility will explain how it has reimagined its purpose through the lens of its customers and employees. The mobility vehicle company grew brand awareness 30 percent faster than the nearest competitor, doubled its organic social reach, and recruited an army of brand ambassadors to provide their perspective on new products and content strategy. Additionally, hear about a framework for thinking about innovating on purpose and sustainability as outlined in the book The Purpose Advantage.

Chris Carlisle
Chief Marketing Officer BraunAbility
Jeff Fromm (@JeffFromm)
President FutureCast (Author of The Purpose Advantage)
1:45pm
- 2:00pm
Closing Remarks

2:00pm Event Ends


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.