Organizational Governance

The Purpose Advantage:
How to Activate Purpose to Build New Brand Value

Join us at SB’21 San Diego on Monday, October 18th — for a 2-hour workshop designed to arm every participant with the ideas and tools necessary to create a more powerful and purposeful brand.

Sponsored Content | / This article is sponsored by BarkleyOKRP | By BarkleyOKRP | Published 3 years ago | About a 2 minute read

Image: For every purchase of its socks or underwear, Bombas donates one of these in-demand items to homeless shelters | Bombas/Facebook

More than 90 percent of consumers say buying purposeful brands is more important than it was pre-pandemic, but over half of businesses say they are not ready to talk to consumers about their actions on purpose and ESG (Source: The Purpose-Action Gap: The Business Imperative of ESG).

Purpose without activation is not really purpose at all. We began thinking about this as we wrote The Purpose Advantage 2.0 and were interviewing CEOs and CMOs from some of the world's most beloved and well-known purpose-led businesses. From larger brands including Ben & Jerry’s, Eileen Fisher, Dove and Seventh Generation to smaller brands such as Toast Ale, Mod Pizza or Bombas; we found common themes. What these brands stand for, and the actions they take across their entire organization leads to differentiation and relevance that makes employees, consumers and investors choose their brand.

Purpose can’t be a corner of your organization — it has to inspire a core, long-term idea that guides and connects every action a brand takes, from business decisions to marketing ideas. Activating purpose is its own form of transformation that lets you inspire an entire organization. To truly activate purpose, you have to bring everyone into the idea.

Join us at SB’21 San Diego on Monday, October 18th — for a 2-hour workshop designed to arm every participant with the ideas and tools necessary to create a more powerful and purposeful brand in the future.

This workshop is designed to create change-makers, no matter your role or level in your company. You will learn how to develop an actionable purpose and how to activate that purpose across the whole brand spectrum. You will also learn how activating your purpose can help galvanize your entire organization, building buy-in around new beliefs and behaviors.

Potent modern brands know the act of creating a purpose and bringing it to life can dramatically change the trajectory of brands. Is your brand ready to act now? Take our 12-question diagnostic survey; if you answer NO to any one of these questions, we’ll see you on Monday, October 18, at 10:00am PST at SB’21 San Diego.