Driving Brand Growth Through Purpose @ Anomaly

OPENING REMARKS

Bob Liodice

CEO ANA

NEWYORK-PRESBYTERIAN: WHERE AMAZING HAPPENS

For nearly 250 years, NewYork-Presbyterian Hospital has been a force for progress and well-being in the communities it serves. Named New York’s top-rated hospital by U.S. News and World Report for 18 straight years, NewYork-Presbyterian is a world-class health care system uniquely tied to two renowned Ivy League universities: Cornell and Columbia. In this session, learn how the hospital brings its purpose to life through inspiring marketing and communications to connect with patients and consumers, doctors, employees, and local communities.

Hernando Ruiz-Jimenez

Chief Marketing Officer NewYork-Presbyterian Hospital

ESTABLISHING BRAND RELEVANCE THROUGH PURPOSE

At a time when several long-established brands have struggled to connect with today’s consumer, 163-year-old Orvis has remained relevant by increasing its investment in purpose-driven initiatives. From offering free fly-fishing classes to developing programs aimed at attracting more women to the sport to committing 5 percent of pre-tax dollars to conservation, Orvis has established a more meaningful brand position to flourish in the digital age. In this session, learn how the oldest mail-order outfitter and longest continually operating fly-fishing business in the U.S. has evolved its business model to reach consumers across generations in new ways and in new places.

Simon Perkins

Chief Operating Officer Orvis

HOW INSIGHTS DRIVE PURPOSE AT PEPSICO

It’s no longer a big industry secret, or a closely guarded marketing play, that consumers buy brands with a meaningful societal purpose. Using data-driven insights to unlock that purpose has never been more important. Through “Winning with Purpose,” an enterprise-wide purposeful positioning initiative, PepsiCo is building sharply defined, broadly appealing brands that authentically deliver brand-forward experiences in the moment and beyond. In this session, hear how insights drive this important work for the global company with a suite of billion-dollar brands and consumer touchpoints.

Emma de Szoeke

Senior Vice President, Insights and Analytics PepsiCo

THE TRUTHS ABOUT BRAND PURPOSE

More businesses now understand the potential power of building a purpose-driven brand. But is it right for all brands? What are the difficult choices that need to be made, the dos and the don'ts? What are the obligations that need to be met? In this tightly focused panel discussion, leading client-side marketers share their views and insights on these critical questions and others to help guide brands aspiring to make a difference through purpose.

Moderator: Carl Johnson

Founding Partner and Executive Chairman Anomaly

BRINGING PURPOSE TO DISABLED AMERICAN VETERANS

As the global community works together to address and overcome today’s many challenges, alliances between nonprofits and for-profits have never been more important. With nearly 1.3 million members, DAV (Disabled American Veterans) is dedicated to a single purpose: to empower veterans to lead high-quality lives with respect and dignity. Hear how DAV has partnered with the corporate community to ensure our disabled veterans get the resources and assistance they need in life for the great sacrifices they made for the country.

Brian Cowart

Chief Development Officer DAV (Disabled American Veterans)

TWITTER’S ROLE IN ADVANCING BRAND PURPOSE

Twitter is universally recognized as a platform for activism, social change, and amplifying a message. In fact, its purpose is to “serve the public conversation.” In this session, learn about the disproportionate reaction Twitter’s audience has when brands launch purpose-driven communications and connect their purpose to what’s happening in culture. Also, hear about the strategies and business impact of purpose-driven campaigns from brands like Gillette, Microsoft, Patagonia, and Nike, as well as social movements like #MeToo and #March4OurLives, providing a tangible framework for connecting brand purpose with audiences on Twitter.

Alex Josephson

Head, Global Brand Strategy Twitter