Masterclass: How to Put Purpose at the Centre of your Brand & Marketing Strategy

  • 28 September 2023
  • 12:30 PM - 4:30 PM
  • Virtual Classroom (Online)
  • 11

Registration

  • Please ensure you are logged into your AMI member account to register for this course.
  • Please ensure you are logged into your AMI member account to register for this course.
  • For more information on AMI membership email membership@ami.org.au

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In this 4-hour session, participants will gain deep insight into the value of a purpose-driven brand strategy. They will access practical frameworks and resources to enable them to build purpose into their brand and marketing strategy authentically and effectively.

Recent years have seen purpose become a growing priority for businesses, a trend that was accelerated by the pandemic. With consumers becoming more conscious in their choices, employees choosing to work for organisations that offer more meaningful work and investors increasingly drawn to businesses that operate more ethically, purpose has become an essential for future-fit businesses.

Today, especially in the face of economic challenges, it is the businesses and brands that lead with purpose that will be more successful in attracting loyal customers, as well as employees and investors. Driving profit through purpose. Brands and marketing have a lead role to play in this, due to their skills and influence.

In this 4-hour session, participants will gain deep insight into the value of a purpose-driven brand strategy. They will access practical frameworks and resources to enable them to build purpose into their brand and marketing strategy authentically and effectively.

Who Should Attend

  • Senior marketers (CMOs, Marketing Directors, Senior Marketing or Brand Managers)
  • SME business leaders
Topics Covered

1. What being Purpose-led means today
2. Inspiration from purpose-led brand leaders
3. Purpose-washing
4. Who leads Purpose?
5. Path to Purpose – a methodology
6. Putting Purpose at the centre of your brand – introducing the Brand Purpose Blueprint framework; practical application exercise
7. Building your Purpose-led
Brand Story
8. Purpose-led Marketing – reframing your approach

Learning Outcomes

1. Clarity on the expectations that come with being a purpose-led organisation and brand
2. An introduction to the Purpose Maturity Curve and what each stage means from a marketing perspective
3. Understand “purpose-washing” and its consequences
4. Learn why marketers are well placed to lead the purpose agenda within organisations and the growing importance of internal marketing
5. An introduction to what a successful Profit with Purpose strategy looks like
6. Understand how to build your Brand Purpose Blueprint – putting purpose at the centre of your brand
7. An introduction to a simple and powerful storytelling framework, suitable for brands with a purpose narrative
8. Understand four ways to market a purpose-led brand

Course experience 

Tools: Frameworks, Methodologies, Resources; Case Studies; Activities Optional Pre-work: Take the Social Purpose Scorecard.

Facilitator