Search Marketing Knowledge Center

Marketing to Veterans

Ask the Expert Answers September 27, 2022

How can my brand effectively market to the veteran community?

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Upwork Created a Coffee Line with Packaging That Doubled as a Portfolio for Freelancers

In-House Excellence Awards September 26, 2022

To celebrate International Coffee Day, Upwork created a signature coffee line with packaging that doubled as a portfolio for freelancers available for hire on its platform.

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Citibike Turns Rides into Meals for Children

In-House Excellence Awards September 20, 2022

Citi turned bike riding into a means of driving donations to No Kids Hungry during the holiday season.

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Beyond Profit Podcast: NI’s Call to Engineer Ambitiously

Beyond Profit September 19, 2022

In this episode of Beyond Profit, host Ken Beaulieu catches up with two leaders at NI to discuss the company’s higher-order purpose and drive to change the world for the better: CMO Ana Villegas and Tabitha Upshaw, senior director of brand, reputation, and impact.

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These Four Factors Drive Your Brand’s Purpose Score

Podcast Shorts September 9, 2022

Chip Walker, head of strategy at StrawberryFrog, joins Beyond Profit host Ken Beaulieu to discuss his company’s study, Purpose Power Index, and specifically, which four factors are the most important in influencing how consumers and employees perceive your brand’s commitment to its purpose.

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5 Inspiring Quotes on Staying Culturally Relevant

Industry Insights September 8, 2022

ANA events bring together some of the smartest and most-talented marketers in the industry to share insights and best practices that help ANA members get the most out of their own marketing efforts.

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Six Principles for Avoiding Purpose Washing

Industry Insights September 6, 2022

In today’s call-out culture, cries of “purpose washing” are becoming commonplace. To help ensure purpose is authentically embedded into every part of an organization, the ANA Center for Brand Purpose collaborated with industry experts to develop “6 Principles for Avoiding Purpose Washing.”

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Beyond Profit Podcast: Legacy Brands Showing Their Purpose Power

Beyond Profit September 6, 2022

In this episode of Beyond Profit, Chip Walker, head of strategy at StrawberryFrog, joins host Ken Beaulieu to discuss the latest Purpose Power Index in detail and why purpose matters only when consumers act on it.

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Kia Helps Shelter Pets Find Forever Homes

Event Recaps August 31, 2022

At an August 2022 ANA members-only conference, Kia proclaimed that consumers are looking for more than just a transaction with brands; they’re looking to connect with the purpose that reflects the brand’s innate truth, manifested in actions. To illustrate its work to live its own purpose, Kia described its efforts to assist pets in need of adoption.

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Purpose at a Crossroads: Evolve or Self-Implode

Event Recaps August 31, 2022

Thomas Kolster, author of Goodvertising and The Hero Trap, and Franc Cheetham, creative lead at Google, shared results from research that indicated brand purpose is no longer the market differentiator it once was, offering suggestions for how brands can better execute on purpose marketing.

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How Purpose Drives the Stories of Santa’s North Pole

Event Recaps August 31, 2022

Chanda Bell, co-CEO at and founder of The Lumistella Company, explained how her brand strives to support its mission and vision by authentically executing on its purpose.

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Finding Purpose While Making a Profit

Event Recaps August 31, 2022

NI CMO Ana Villegas and her colleague Tabitha Upshaw, senior director of brand, reputation, and impact, shared highlights from this purpose journey, detailing challenges that arose and lessons that were learned.

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Panadol Shows You How to Take Care After a COVID Vaccine

Internationalist Innovation in Media August 31, 2022

To educate consumers about the side effects of a COVID vaccine, Panadol launched "Take Care," a full funnel, multichannel activation.

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Rather Than Purpose, Research Suggests Consumers Now Want Something Else from Your Brand

Soundbites August 31, 2022

Thomas Kolster, author of Goodvertising and The Hero Trap, discusses how purpose has exploded in popularity, going from a niche marketing term to something every brand wants to do, and how this is changing what consumers now look for in a brand.

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Purpose at a Crossroads: Evolve or Self-Implode

Conference Sessions August 31, 2022

In this video, Thomas Kolster, author of Goodvertising and The Hero Trap, and Franc Cheetham, creative lead at Google, shared results from research that indicated brand purpose is no longer the market differentiator it once was, offering suggestions for how brands can better execute on purpose marketing.

view

Finding Purpose While Making a Profit

Conference Sessions August 31, 2022

In this video, NI CMO Ana Villegas and her colleague Tabitha Upshaw, senior director of brand, reputation, and impact, shared highlights from this purpose journey, detailing challenges that arose and lessons that were learned.

view

Kia Helps Shelter Pets Find Forever Homes

Conference Sessions August 31, 2022

In this video, Kia proclaimed that consumers are looking for more than just a transaction with brands; they’re looking to connect with the purpose that reflects the brand’s innate truth, manifested in actions. To illustrate its work to live its own purpose, Kia described its efforts to assist pets in need of adoption.

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The Ad Break the BHF Never Expected to Be In

Internationalist Innovation in Media August 29, 2022

A health scare involving Danish soccer star Christian Eriksen prompted the British Heart Foundation (BHF) to create an ad promoting CPR education and its "How to Save a Life" website, aired during coverage of Euro 2020 games.

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