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

Seats are limited and confirmation of attendance will be required in advance of the session.

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.

Download the full benefits here

  • Setting the Stage (10 min)
  • How the Modern Consumer Views Brand Purpose (15 min)
  • Step 1: Understand Brand Origin (20 min)
  • Step 2: Explore World View (30 min)
  • Break (10 min)
  • Step 3: Evaluate Customer Need (30 min)
  • Step 4: Compose Purpose Statement (30 min)
  • Step 5: Identify Brand Archetype (20 min)
  • Proof Plan & Measurement (10 min)
  • Closing (5 min)


Start: Thursday, November 4, 2021 at 2:00pm

End: Thursday, November 4, 2021 at 5:00pm


Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember



Jeff Fromm

President, FutureCast

Jeff Fromm is a subject matter expert and professional speaker on consumer trends and brand strategy. He has worked all over the world – well, not Antarctica. His biggest achievement thus far is being cast as a backup tree in his elementary school musical.

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).

Jeff led the first large, public-facing study of millennials in a partnership with the Boston Consulting Group in 2010-2011. He has more than 25 years of marketing consulting experience. He serves on the Board of Directors at Three Dog Bakery.

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