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.

when

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

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

WHERE

Cruise
333 Brannan Street
San Francisco, CA 94107

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
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 registration@ana.net


Agenda

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. 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)
_______________________________________________________________________________________

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
President
FutureCast
(Author of The Purpose Advantage)
_______________________________________________________________________________________

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
_______________________________________________________________________________________

Other confirmed speakers:
Lucas Watson
Chief Marketing Officer and GM of the Ridehail Business Unit
Cruise

Yating Wong
Director of Marketing, Brita
The Clorox Company

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

Deborah Malone
Founder
The Internationalist
(Author of Discovering Brand Purpose)


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.