How Purpose Sparks Innovation, Differentiation, and Preference, hosted by Cruise

This event is over.

Studies show that brands with an inspiring, authentic, and well-aligned brand purpose — a reason to exist beyond profit — are more innovative, distinguished from competitors, and highly preferred and trusted. In fact, how a company uses its resources to help solve the biggest challenges of our time is more important than ever. Sixty-eight percent of consumers said they would buy the products or services of a purpose-driven brand, and 69 percent would recommend this brand to others, according to a new study by StrawberryFrog and the Reputation Institute. In this virtual event hosted by Cruise, the self-driving car company backed by General Motors, learn how leading brands are making a difference in the world through innovation and authentically communicating their purpose to more deeply connect with their customers’ passions and expectations.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, June 18, 2020
11:00am - 11:10am	Welcome Remarks Ken Beaulieu Executive Vice President, Marketing & Communications ANA
11:10am - 11:15am	OPENING REMARKS Kristine Boyden Chief Communications Officer Cruise
11:15am - 11:45am	BUILDING THE CRUISE BRAND PURPOSEFULLY Cruise is building the world’s most advanced self-driving vehicles to safely connect people with the places, things, and experiences they care about. Learn how Cruise codified its brand purpose and identity system as it works toward a future that is all electric, self-driven, and shared. Amy Kepler Director, Marketing Cruise View Event Recap and Related Materials
11:45am - 12:15pm	HOW BD INNOVATES ON PURPOSE TO CHANGE THE WORLD One of the largest global medical technology companies in the world, BD is "advancing the world of health" by improving medical discovery, diagnostics, and the delivery of care. The B2B company has a presence in virtually every country and partners with organizations around the world to address some of the most challenging global health issues, including the COVID-19 pandemic. Learn how BD, named to Fortune's Change the World list three times since 2015, has evolved and activated its purpose over 120 years, driving innovation and creating shared value. Beth Yates Senior Director, Strategic Brand Management Becton Dickinson (BD) View Event Recap and Related Materials
12:15pm - 12:45pm	HOW BRITA ACTIVATES A PURPOSE-DRIVEN BRAND Marketers all recognize the power of purpose and express their commitment to building purpose-driven brands, but what does it mean in reality? In this session, learn about Brita’s journey to becoming a purpose-driven brand and the complexities of activating a powerful, ambitious brand purpose in challenging times like these. Yating Wong Director of Marketing, Brita The Clorox Company View Video and Presentation
12:45pm - 1:15pm	WHAT DRIVES PURPOSE AND THE BEHAVIORAL IMPACT Inspired by unique data and insights from the 2020 Global RepTrak study based on more than 250,000 individual ratings, this session will explore what it takes for companies to effectively differentiate on purpose. What is purpose? How is it measured? And what roles do sustainability, innovation, and fulfilling social needs play in shaping purpose? In addition to learning best practices from some of the world's leading companies, hear how to create an actionable model for marketers to drive "higher purpose" and guide decision-making to yield optimal behavioral impact. Stephen Hahn-Griffiths (@shahngriff) Executive Vice President, RepTrak for Marketing Reputation Institute View Video and Presentation
1:15pm - 1:45pm	THE REIMAGING OF BRAUNABILITY'S PURPOSE In this session, BraunAbility will explain how it has reimagined its purpose through the lens of its customers and employees. The mobility vehicle company grew brand awareness 30 percent faster than the nearest competitor, doubled its organic social reach, and recruited an army of brand ambassadors to provide their perspective on new products and content strategy. Additionally, hear about a framework for thinking about innovating on purpose and sustainability as outlined in the book The Purpose Advantage. Chris Carlisle Senior Vice President, Global Marketing BraunAbility Jeff Fromm (@JeffFromm) President FutureCast (Author of The Purpose Advantage) View Event Recap and Related Materials
1:45pm - 2:00pm	Closing Remarks
2:00pm	Event Ends

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.