About the program
Brand purpose is one of the most misunderstood topics in brand building. On the one hand, brand purpose as a brand building tool has been misused a lot, leading to accusations of purpose washing. On the other hand, we live in an era where consumers hold brands accountable in more ways than one, and where ‘conscious consumerism’ is on the rise.
Where does the balance lie? How can brand builders use brand purpose sustainably to grow brands? How can purposeful brands be identified?
We will explore all this and more in this workshop.