How Purpose-Led Brands Build Stakeholder Trust

OPENING REMARKS

Ken Beaulieu

EVP, Center for Brand Purpose ANA

HOW PURPOSE AND TRUST HELP ROCKWOOL FUEL ITS GREEN AGENDA

Mirella Vitale was instrumental in developing ROCKWOOL Group’s purpose formulation several years ago but admits that it’s always been part of the company’s DNA. Today, the company´s purpose continues to address the green agenda and the transformation of cities — issues as critical to ROCKWOOL as they are to the global agenda. The company stresses building better, securing a circular economy, and finding new and innovative ways to use a natural and abundant raw material. During the pandemic and throughout today’s series of ongoing crises, Vitale asserts the importance of reminding ourselves what our companies stand for and ensuring that people trust our commitments.

Mirella Vitale

SVP, Group Marketing, Communications, and Public Affairs ROCKWOOL

THE TRUST FACTOR: DRIVING BUSINESS PERFORMANCE IN UNCERTAIN TIMES

Economic uncertainty. Employee churn. Cost-conscious consumers. For any brand leader, navigating today’s marketplace is complex, competitive, and always changing. So how do you leverage trust to drive business growth? What does that look like for employees and consumers? And how do you avoid pitfalls like greenwashing or consumer activism? In this session, Simon Mainwaring, founder and CEO of We First and a New York Times bestselling author, will share insights from his work with Leah Smith, SVP and CMO at MINA Group, a restaurant management company that develops and operates full-service dining concepts. Don’t miss this critical exploration into how trust can build and sustain your business so that it thrives in challenging times. 

Leah Smith

SVP and CMO MINA Group

BUILDING AND NURTURING TRUST THROUGH SHARED BRAND PURPOSE

Today, many organizations have recognized the importance of purpose in their business practices, yet too many impose their view of purpose on employees and/or on the community in which they operate. This can result in a gap between what is intended and what is truly meaningful for stakeholders. Rather, a collaborative approach embracing “shared purpose,” rooted in the organization’s identity and DNA and the values of employees and the local community, creates the conditions for authentic alignment and enduring trust. Trust is the bedrock of a successful, productive, and collaborative relationship between a brand and all its stakeholders. In this session, learn how CommonSpirit Health, one of the largest nonprofit hospital networks in the U.S., uses its award-winning “Hello humankindness” brand platform to communicate the organization’s pioneering approach to care through kindness and the notion that humanity holds the power to heal.

Mark Viden

SVP of Brand CommonSpirit Health

GROWING A $1 BILLION BRAND BY BUILDING TRUST

A drinks marketer for much of his career, Colin Westcott-Pitt turned his attention several years ago to the global development of the Glanbia Performance Nutrition Brand Portfolio (Optimum Nutrition, Slimfast, think! Body & Fit, Amazing Grass, Isopure, BSN, and Nutramino). Driven by a purpose of helping consumers everywhere to achieve their performance and healthy lifestyle goals, Glanbia Performance Nutrition has created not only the world’s top sport nutrition brand, according to Euromonitor, but the company’s first billion-dollar-brand. In this session, he offers insights into building trust through a focus on product quality, storytelling, and innovation. 

Colin Westcott-Pitt

Global Chief Brand Officer Glanbia Performance Nutrition

HOW PURPOSE AND TRUST DELIVER GROWTH AT BMC

Martyn Etherington, SVP and CMO at BMC Software, a leading Texas-based IT services, consulting, and enterprise application software company, has built a long career as a growth driver. Interestingly, he admits that several years ago, he would have been called a “purpose skeptic.” However, he has now seen what happens when BMC employees live a company’s purpose, and how they can build trust with all stakeholders — even in some of the most difficult times. In this session, learn why that experience has changed Martyn’s thinking about what a purpose-led ethos can achieve, and how that power can also accelerate growth.

Martyn Etherington

SVP and CMO BMC Software, Inc.

CLOSING REMARKS