Transform and Differentiate your Brand by Embedding Purpose in Marketing

In a world experiencing drastic environmental degradation and increasing socio-economic disparity, the call for brands to embed purpose into their marketing strategies is louder than ever. Governments, environmental and social activist groups, as well as consumers increasingly demand brands embed purpose in their entire marketing value chain.

From product design and development to packaging and distribution, companies and brands must strive to deliver value in an ethical, socially responsible, and environmentally sustainable manner. A clear purpose-led approach combined with transparency and authenticity builds long-term resilience and brand love.

Evidence shows that companies which embrace this approach in marketing can better differentiate themselves from competition and achieve profitable, sustainable growth. Purpose-led brands benefit from price leadership, stronger brand equity, advocacy, and customer loyalty.

Participants on this programme will learn to:

• Align marketing strategies and engagement with social and environmental causes and initiatives that reflect their purpose and values, and that benefits multiple stakeholders
• Integrate social responsibility and environmental sustainability in their marketing mix strategy, development and execution
• Build and leverage the partner ecosystem to achieve the desired social and environmental outcomes on a sustainable basis
• Evaluate the impact of their purpose-led marketing effort on their organization, brand, customers, communities, and the environment

Drawing from both global and Asian examples, this programme is designed to help senior marketers, as well as general managers with marketing responsibilities, navigate the challenges of embedding purpose in their marketing strategies in an innovative and sustainable way to drive business growth and brand resilience.