Turning Purpose into a Verb through Brand Action

WELCOME & OPENING REMARKS

Ken Beaulieu

Director ANA Center for Brand Purpose

HOW TOM’S OF MAINE IS REJUVENATING ITS BRAND PURPOSE

Tom’s of Maine, the “OG” of naturals, sustainability, and purpose, is leaning into its purpose in bigger, bolder, and more visible ways. From new products and packaging to new marketing to a refreshed “Giving for Goodness” program, Tom’s is rejuvenating its brand, doing good for the planet, and celebrating the people and organizations that are making a difference in their communities. In this session, Esi Seng, general manager at Tom’s of Maine, pulls back the curtain on the recent changes, including the launch of a “Save the Animals” children’s toothpaste line, and what they mean for the purpose-driven brand moving forward.

Esi Seng

General Manager Tom’s of Maine

HOW A PURPOSEFUL B2B BRAND REIMAGINES A MORE SUSTAINABLE FUTURE

Many B2B brands are facing challenges integrating their purpose and sustainability strategies. Valent USA, an agriculture chemical brand, has reimagined its journey from the inside out and in a more sustainable way. In this session, Matt Plitt, EVP and COO at Valent USA, will explain the actions the company is taking to fuel a purpose-profit loop, reach its sustainability goals by 2025, and bring more focus to its purpose inside and outside the brand.

Matt Plitt

Executive VP and COO Valent USA

MOTEL 6: LIVING PURPOSE AT SCALE DURING A PANDEMIC

Throughout the pandemic, Motel 6 has turned its purpose into a verb both internally and externally. In this interview-style session, Rob Palleschi, CEO at G6 Hospitality, will walk you through the strategy Motel 6 used to navigate a challenging year and how the brand has supported its internal stakeholders and consumers. From DEI commitments to how an economy brand lives its purpose at scale,  learn how Motel 6 leaned into its past to reimagine how to connect with the modern consumer. 

Rob Palleschi

Chief Executive Officer Motel 6

HOW THE PANDEMIC TESTED STANDARD TEXTILE'S BRAND PURPOSE

Empowering and promoting the social and economic inclusion of all is a core value at Standard Textile. The company was founded in 1940 by Charles Heiman, who escaped the Dachau concentration camp. He sought refuge in Cincinnati, Ohio, where he and his family began sewing pillowcases in their third-floor apartment and delivered them to local inns and hospitals. As the need for textiles grew, Heiman set out to build a bright future for others by hiring other refugees seeking sanctuary. To honor Standard Textile’s legacy, in late 2019, the company formalized its purpose narrative and created a plan for embedding purpose throughout the organization. However, COVID-19 disrupted those plans. Judy Sroufe, VP of brand marketing and communications, shares how the company’s response to the pandemic tested the authenticity of its purpose and set the stage for rolling out the narrative in a more meaningful and accessible way.

Judy Sroufe

VP Brand Marketing and Communications Standard Textile

JUSTIN’S: TAKING ACTION ROOTED IN BRAND ORIGIN

A maker of natural and organic nut butters and peanut butter cups, Justin’s has the benefit of an origin story steeped in sustainability. From sustainably sourced ingredients to pollinator conservation to hunger relief, the 15-year-old brand remains honest and innovative to ensure differentiation.  In this session, hear how Justin’s has stayed true to its brand origin story despite an acquisition and the evolving scope of sustainability. Learn how brand origin can help your brand stay focused and guide the development of actions that are true to the brand story.

Justin Gold

Founder Justin's

CLOSING REMARKS