Good Is The New Cool: The Power of Purpose
Wednesday, April 29, 2020
11:15 - 11:45 a.m.
Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla, Patagonia, and Airbnb leading the cultural revolution around business as a force for good. But what is brand purpose? What are some of the myths and misconceptions around it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders harness its power in order to create compelling brand propositions for a new generation of socially aware consumers—as well as attract the best employee talent who want to do meaningful work?
In this illuminating talk, Afdhel Aziz shares examples from brands including Starbucks, Facebook, Tesla, Patagonia, and many others to introduce the topic in a clear and insightful way.
award-winning author and marketer