The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual) | School of Marketing | ANA

The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual)

Activating Purpose and Elevating Your Brand in the Post-COVID Era

(Virtual Half Day Workshop)

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, connect with customers and employees and still 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. Speculation is rife on how the pandemic will alter us as a society. It’s not surprising that lockdown has become a time for reflection on how this might change us both personally and professionally. But many brands are struggling to arrive at, or authentically activate, a brand purpose that will ignite hearts and minds of customers and their workforce.

In this interactive virtual workshop, you will engage in a series of exercises designed to teach you the steps for uncovering, pressure testing or evolving your brand purpose, and building a strong brief.

Target Audience
Brand Managers, Marketers and Communications Directors – looking to better understand how to arrive at or evolve brand purpose and enhance or develop unifying internal strategies and external communications.

Virtual Workshop Benefits
The benefits of attending this virtual workshop fall under the following key drivers of growth:

This virtual workshop helps attendees improve brand strategic intent, future state vision and marketing impact by teaching them:

  • The role that purpose plays in driving brand preference with customers and employees, and the resulting impact on business objectives
  • How to develop or evolve a brand purpose that will unite their organization in action and align their marketing communications efforts

This virtual workshop helps attendees improve customer preference and engagement by teaching them:

  • How purpose can help brands connect with customers, improve engagement, and drive revenue inspiring the brand narrative and brand actions that are memorable and meaningful

Download the full agenda here


  • Jeff Fromm

    Jeff Fromm is a subject matter expert and professional speaker on consumer trends and brand strategy. He is a contributing writer for Forbes and author of four books: “Marketing to Millennials,” “Millennials with Kids,” “Marketing to Gen Z” and “The Purpose Advantage” (September 2019).