Search Marketing Knowledge Center

Brand Purpose Checklist

Tools September 30, 2023

Use this checklist to help you implement a purpose-led initiative at your company.

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Implementing a Purpose-Led Culture Cheat Sheet

Tools September 30, 2023

Use this cheat sheet to learn about best practices for implementing a purpose-led culture at your organization.

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Reaching People with Disabilities Authentically

ANA Magazine September 26, 2023

By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.

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How AI Can Cultivate Empathy

Beyond Profit Podcast September 19, 2023

In this episode of the Beyond Profit podcast, Minter Dial joins host Ken Beaulieu to discuss why the world needs to invest in and cultivate empathy and the role artificial empathy can play in overcoming the threats in business and in society at large.

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B2B Brand Purpose

ASK Answers September 19, 2023

How can B2B brands leverage brand purpose?

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Cyclists Put Cities on Notice

Greater Good September 18, 2023

Through its City Ratings program, the nonprofit PeopleForBikes seeks to make biking safer and more accessible to people across the U.S.

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Building Trajectory from a Powerful Legacy — Positioning Martin Guitars for the Next 200 Years

Event Recaps September 13, 2023

Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

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How Helping Up Mission Connected with a Hard-to-Reach Audience

Event Recaps September 13, 2023

Baltimore-based nonprofit Helping Up Mission shared its process for developing a campaign that raised awareness about its services, elevated the brand, and got help to people who needed it, even when they were hard to reach.

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Building Trajectory from a Powerful Legacy — Positioning Martin Guitars for the Next 200 Years

Conference Session Videos September 13, 2023

In this video, Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

view

How Helping Up Mission Connected with a Hard-to-Reach Audience

Conference Session Videos September 13, 2023

In this video, Baltimore-based nonprofit Helping Up Mission shared its process for developing a campaign that raised awareness about its services, elevated the brand, and got help to people who needed it, even when they were hard to reach.

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#SEEHERGREATNESS: Jumpstarting a Movement to Drive Change and Growth

Conference Session Videos September 13, 2023

In 2022, Buick set out to leverage their status as a longstanding partner with the NCAA to launch #SEEHERGREATNESS. In this video, learn the dos and don’ts for how to authentically connect with consumers and drive growth through thought-provoking marketing and grassroots dialogue.

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Creating Value by Doing Good

Beyond Profit Podcast September 12, 2023

In this episode of the Beyond Profit podcast, Phil White, cofounder at Grounded World, joins host Ken Beaulieu to discuss purpose, sustainability marketing, and driving social impact.

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Interview with Matt Brutocao, VP of Barbie Global Brand Marketing at Mattel

Industry Insights September 12, 2023

Matt Brutocao (pictured above) is Vice President, Barbie Global Brand Marketing at Mattel, Inc. He will be a speaker at the ANA Multicultural Marketing & Diversity Conference, October 10-12 in Las Vegas. ANA Director Multicultural and Diversity Initiatives Karim Amadeo recently sat down with Matt for a pre-conference interview in which they discussed the Barbie Evolution, from social impact to dolls who represent all walks of life to this summer’s record-breaking theatrical release.

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Using Social Impact to Innovate Media Practices

Event Recaps September 12, 2023

The Boston Globe shared how it leverages multi-sensory story telling to engage and expand its subscription-base.

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What Is the Difference Between Brand Purpose and Brand Positioning Anyway?

Podcast Clips September 12, 2023

Phil White, co-founder of Grounded World, gives a very simple and straightforward explanation for how brand purpose and brand positioning are differentiated.

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How Slurpee is Building 7-Eleven’s Culture-First Approach

Event Recaps September 12, 2023

7-Eleven shared highlights and learnings from its first-ever brand makeover, outlining how it has incorporated purpose as the driving force behind all of its marketing, leveraged partnerships that drove engagement for the brand, and capitalized on niche cultural moments to create more authentic connections with its biggest fans.

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How Slurpee is Building 7-Eleven’s Culture-First Approach

Conference Session Videos September 12, 2023

In this video, 7-Eleven shared highlights and learnings from its first-ever brand makeover, outlining how it has incorporated purpose, leveraged partnerships, and capitalized on niche cultural moments.

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