How Purpose Sparks Innovation, Differentiation, and Preference @ 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 ANA members-only event at 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.


Start: Thursday, June 18, 2020 at 8:00am

End: Thursday, June 18, 2020 at 4:00pm


333 Brannan Street
San Francisco, CA 94107

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

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


Confirmed Speakers:

Lucas Watson
Chief Marketing Officer and GM of the Ridehail Business Unit

Yating Wong
Director of Marketing, Brita
The Clorox Company

Chris Carlisle
Chief Marketing Officer


Beth Yates

Senior Director, Strategic Brand Management

Becton Dickinson (BD)

Stephen Hahn-Griffiths
Executive Vice President, RepTrak for Marketing
Reputation Institute

Jeff Fromm

(Author of The Purpose Advantage)

Deborah Malone

The Internationalist
(Author of Discovering Brand Purpose)

Franklin Parrish
Senior Director, Brand, Marketing, and Creative Services
Kaiser Permanente

More to come!

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.