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

This event is over.

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)



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.