The aspect of brand purpose isn’t new, so why is it then that so many brands and companies still struggle to understand how to harness its power within their own organizations? Over the last few years, the very essence of purpose-driven brands and purpose-driven organizations has reached new significance with the general public as consumers and customers alike look to align themselves, their behavior, and their wallets with products & services that match their values and beliefs. But in a world where brands are a dime a dozen, content is on overload and message fatigue is real, talk is cheap. In this course we’ll ground ourselves in what makes brand purpose worth exploring and how to walk your talk…with a little bounce in your step.

Topics Discussed:

• What is brand purpose? (history and evolution)
• Why does it matter?
• A framework for building your brand’s purpose.
• Case studies on brand’s who have mastered it.