Communicating the Purpose Behind the Product
The research is clear. Consumers are rewarding authentic, purpose-driven brands with more revenue, affinity and trust. This benefit is even more pronounced with younger generations, so the future is delivering purpose along with your product or service.
This on-demand class will help you get on (and stay on) the right path for developing a brand that communicates its greater mission.
- Learn how to marry your organization’s heritage with purpose
- Understand how leadership, narrative and relevance are essential to building followers not just customers
- Gain the skills to understand if you’re on the right path to cultivate a purpose-driven brand
Who Should Attend
This training is great for CMOs, marketing directors and managers, communication leaders, senior communications professionals and reputation directors
Shane Johnston, Principal, Market Position Strategies
Shane’s 25-year career spans client and agency marketing roles. His expertise in campaign development and lead generation has delivered results for companies such as Lenovo, VMware, Chase Bank, the AARP, The Wall Street Journal, TruGreen and UNC-Chapel Hill. Shane’s client-side experience includes positions at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients. He’s also a Partner in Firestarters Club, which provides consulting sessions for entrepreneurs and small businesses.
Todd Coats, Associate Director for Brand and Creative Association of International Certified Professional Accountants
Todd brings his 32 years of experience to create effective concepts and ideas for industry sectors such as healthcare, pharmaceuticals, energy, higher education and retail. He brings an emphasis in brand building, integrated marketing, employee branding and digital advertising. His experience ranges from working with large global corporations such as Deloitte, GSK and 3M to consumer-facing brands such as Cartoon Network, The Academy of Country Music, Hanes and Epic Games.