The Purpose Advantage | School of Marketing | ANA

The Purpose Advantage

We are in a new era of brand building. As the rules of this era are being written, it’s paramount that marketers understand and align on how to differentiate their brand and drive revenue. In this crowded marketplace, meeting strong standards in the four P’s is the cost of entry. Brand purpose — the 5th P – which the ANA defines as a brand’s reason to exist beyond profit, is playing an increasing role in the decision-making of modern consumers. But many brands are struggling to arrive at a brand purpose that will ignite the hearts and minds of customers and their workforce while honoring the brand’s history and reflecting its organic ethos.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

Mid to Senior Levels looking to better understand how to arrive at brand purpose and enhance or develop unifying internal strategies and external communications. Ideal for Brand Managers, Marketing Directors, and Communication Directors.

Learning Objectives

  1. Learn the role that purpose plays in driving brand preference with customers and the resulting impact on business objectives
  2. Develop a brand purpose that will unite your organization in action and align their marketing communications efforts
  3. Learn how purpose can help brands connect with customers, improve engagement and drive revenue by inspiring the brand narrative and brand actions that are memorable and meaningful
  4. Explore the role purpose plays in unifying an organization’s employees around a common mission and their understanding in their role in bringing that mission to life
  5. Determine how purpose can be integrated inside the organization to increase worker satisfaction

Find out what you'll learn from instructor Jeff Fromm in the video below.


Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



Jeff Fromm

Jeff Fromm is a subject matter expert collaborating with brands to connect their purpose, sustainability, and innovation efforts. 

In 2010 and 2011, Jeff published the first public study of millennials as consumers, "American Millennials: Deciphering The Enigma Generation," in a research partnership with the Boston Consulting Group.

He is an active writer at Forbes and author of five books: Marketing to MillennialsMillennials with KidsMarketing to Gen Z, The Purpose Advantage and The Purpose Advantage 2.0


Jeff serves on the Board of Directors at Three Dog Bakery, where he chairs the Innovation Committee.

Jeff graduated from The Wharton School of the University of Pennsylvania and attended The London School of Economics.