How Purpose-Led Brands Build Stakeholder Trust | 1-Day Conferences | ANA

How Purpose-Led Brands Build Stakeholder Trust

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Purpose is one of the strongest drivers of trust. Indeed, people are more likely to buy from and work for brands that share their sense of purpose and align with their values. But achieving trusted status is an oft-challenging journey, requiring brands to authentically demonstrate their purpose and positive societal impact through their actions, experiences, and human connections with all stakeholders. When trust is attained, purpose-driven brands often reap the rewards of increased sales, market share, and growth. At this virtual members-only conference, presented by the ANA Center for Brand Purpose and The Internationalist, learn how brands are building trust through purposeful marketing and advertising and best practices for ensuring purpose endures over time for the benefit of people and planet.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, June 8, 2023
11:00am
- 11:07am

OPENING REMARKS

Ken Beaulieu
EVP, Center for Brand Purpose ANA
Deborah Malone
Founder The Internationalist
11:07am
- 11:38am

HOW PURPOSE AND TRUST HELP ROCKWOOL FUEL ITS GREEN AGENDA

Mirella Vitale was instrumental in developing ROCKWOOL Group’s purpose formulation several years ago but admits that it’s always been part of the company’s DNA. Today, the company´s purpose continues to address the green agenda and the transformation of cities — issues as critical to ROCKWOOL as they are to the global agenda. The company stresses building better, securing a circular economy, and finding new and innovative ways to use a natural and abundant raw material. During the pandemic and throughout today’s series of ongoing crises, Vitale asserts the importance of reminding ourselves what our companies stand for and ensuring that people trust our commitments.

Mirella Vitale
SVP, Group Marketing, Communications, and Public Affairs ROCKWOOL
View Video and Presentation
11:39am
- 12:16pm

THE TRUST FACTOR: DRIVING BUSINESS PERFORMANCE IN UNCERTAIN TIMES

Economic uncertainty. Employee churn. Cost-conscious consumers. For any brand leader, navigating today’s marketplace is complex, competitive, and always changing. So how do you leverage trust to drive business growth? What does that look like for employees and consumers? And how do you avoid pitfalls like greenwashing or consumer activism? In this session, Simon Mainwaring, founder and CEO of We First and a New York Times bestselling author, will share insights from his work with Leah Smith, SVP and CMO at MINA Group, a restaurant management company that develops and operates full-service dining concepts. Don’t miss this critical exploration into how trust can build and sustain your business so that it thrives in challenging times. 

Leah Smith
SVP and CMO MINA Group
Simon Mainwaring
Founder and CEO We First
View Video and Presentation
12:16pm
- 12:46pm

BUILDING AND NURTURING TRUST THROUGH SHARED BRAND PURPOSE

Today, many organizations have recognized the importance of purpose in their business practices, yet too many impose their view of purpose on employees and/or on the community in which they operate. This can result in a gap between what is intended and what is truly meaningful for stakeholders. Rather, a collaborative approach embracing “shared purpose,” rooted in the organization’s identity and DNA and the values of employees and the local community, creates the conditions for authentic alignment and enduring trust. Trust is the bedrock of a successful, productive, and collaborative relationship between a brand and all its stakeholders. In this session, learn how CommonSpirit Health, one of the largest nonprofit hospital networks in the U.S., uses its award-winning “Hello humankindness” brand platform to communicate the organization’s pioneering approach to care through kindness and the notion that humanity holds the power to heal.

Mark Viden
SVP of Brand CommonSpirit Health
Courtney Buechert
U.S. Chair Plus Company
View Video
12:47pm
- 1:18pm

GROWING A $1 BILLION BRAND BY BUILDING TRUST

A drinks marketer for much of his career, Colin Westcott-Pitt turned his attention several years ago to the global development of the Glanbia Performance Nutrition Brand Portfolio (Optimum Nutrition, Slimfast, think! Body & Fit, Amazing Grass, Isopure, BSN, and Nutramino). Driven by a purpose of helping consumers everywhere to achieve their performance and healthy lifestyle goals, Glanbia Performance Nutrition has created not only the world’s top sport nutrition brand, according to Euromonitor, but the company’s first billion-dollar-brand. In this session, he offers insights into building trust through a focus on product quality, storytelling, and innovation. 

Colin Westcott-Pitt
Global Chief Brand Officer Glanbia Performance Nutrition
View Event Recap and Related Materials
1:19pm
- 1:48pm

HOW PURPOSE AND TRUST DELIVER GROWTH AT BMC

Martyn Etherington, SVP and CMO at BMC Software, a leading Texas-based IT services, consulting, and enterprise application software company, has built a long career as a growth driver. Interestingly, he admits that several years ago, he would have been called a “purpose skeptic.” However, he has now seen what happens when BMC employees live a company’s purpose, and how they can build trust with all stakeholders — even in some of the most difficult times. In this session, learn why that experience has changed Martyn’s thinking about what a purpose-led ethos can achieve, and how that power can also accelerate growth.

Martyn Etherington
SVP and CMO BMC Software, Inc.
View Video and Presentation
1:48pm
- 1:53pm

CLOSING REMARKS


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.