Network meeting

Building a purpose driven brand

About

With trust in corporations at an all-time low, redefining your purpose and brand can have a transformative effect. A recent study showed that brands considered by consumers to have a positive impact, grow at twice the rate of other brands. And perhaps even more importantly, if it demonstrates a real, irreversible commitment to profiting from solving problems, it builds trust and authenticity, as well as loyalty in customers, employees, suppliers and communities.

Though the benefits are compelling, the notion of corporate purpose remains one of the most misused and misunderstood concepts in modern business. It isn’t simply about communicating what it is that you do, nor is it simply about doing good things. Here, our speaker looks at some of the main principles that underpin a credible corporate purpose and what companies must do in order to truly reap the rewards of being a purpose driven brand.

Speaker

Malcolm Fried

Chief Marketing Officer

Investec

Chair

David Haigh

Chief Executive Officer

Brand Finance

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