The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual Open Enrollment)
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 for a B2C brand.
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 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 Millennials, Millennials with Kids, Marketing 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. Workshops: The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual)
The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Half Day)
The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Full Day)
Jeff Fromm
Senior Vice President, Crossroads, a Barkley company Lindsey is an integrated marketer dedicated to helping brands define, live and share their brand purpose. She leads a sought after public relations practice focused on the development of reputation-building business and communications strategies. Lindsey consults with global brands to uncover and elevate reputation-enhancing corporate initiatives, pull purpose back into the brand DNA and create campaigns that will mobilize internal and external audiences. With communications expertise in everything from issues and crisis management to influencer relations, Lindsey is passionate about helping brands improve how they act, react to and engage with modern consumers. Workshops: The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Half Day) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Full Day) 
Lindsey DeWitte
Sustainability and Communications Strategist, Crossroads, a Barkley company For over 15 years Philippa’s passion has been helping global brands bring environmental and social impact into their core to engage with consumers around a shared purpose. As Senior Global Sustainable Business Director at Unilever, she developed sustainability programs for brands including Ben & Jerry’s, Hellmann’s and Knorr that delivered tangible business impact; increasing consumer loyalty and earning additional shelf-space at retail. These brands and others that form Unilever’s Sustainable Living Brands Index are growing twice as fast as other brands in the portfolio and fuel 70 percent of Unilever’s total growth. Philippa has a Masters in Sustainability Leadership from the University of Cambridge and continues to be involved with the program, developing the next generation of sustainable business leaders. Philippa has lived in cities across Asia and Europe but now calls Kansas City home. Workshops: The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Half Day) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Full Day) Barkley, SVP Purpose + Sustainability Jennifer Cawley has spent two decades helping transform organizations through brand purpose and reputation management. Her work as a senior communication strategist has helped brands connect consumer and business insights into scalable purpose strategies. Workshops: ESG Communication for Marketers (Virtual) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Virtual) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Half Day) The Purpose Advantage: Unlocking the Power of Purpose for Your Brand (Full Day) 
Philippa Cross
Jennifer Cawley
Jennifer excels at creative ideation and problem solving and has developed national award-winning strategies for a diverse range of clients and sectors including consumer-packaged goods, retail, restaurant, travel, lifestyle and nonprofits. Jennifer is a contributor to the Purpose Advantage book series and leads purpose and sustainability workshops year-round.