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

This event is over.

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

To be added to the waitlist for this session, please send an email to zmorse@ana.net with your name, email and phone number. 

(Full 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 and drive revenue. In this crowded marketplace, meeting strong standards in the four P’s is 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.

In this interactive workshop, you will engage in a series of exercises and carefully selected case studies designed to teach you four key frameworks for uncovering, pressure testing or evolving your brand purpose and building a strong brief. This purpose will then be used to ideate on the creation of a proof plan that will bring your purpose to life – both and outside your organization – to improve customer loyalty, drive revenue and differentiate your brand.

Who is this workshop for?

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

This workshop can be tailored to various levels within an organization or customized to one organization.

Download the full benefits here


  • Setting the Stage (15 min)
  • How the Modern Consumer Views Brand Purpose (30 min)
  • Defining Your Personal Purpose (30 min)
  • Framework 1 - World View: Setting Your Compass (30 min)
  • Framework 2 - Identifying Your Brand Origin (30 min)
  • Framework 3 - Evaluating Your Consumer Need (30 min)
  • Lunch (45 min)
  • Framework 4 - Identifying Your Brand Archetype (30 min)
  • Developing Your Purpose Statement (30 min)
  • Break (15 min)
  • Inside Proof Plan - Bringing Purpose to Life Within Your Organization (30 min)
  • Outside Proof Plan - External Actions That Support Your Brand Purpose (30 min)
  • How to Measure Proof Plan Success (30 min)
  • Wrap Up: The Pitch (30 min)
  • Closing (15 min)

Instructors

trainer

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.