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
  • 4 registrants

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.
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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


Carolyn Butler-Madden
Author, speaker and Chief Purpose Activist at B Corp-certified Purpose Consultancy, The Cause Effect.

Carolyn Butler-Madden believes in a world where business is a force for good and brands drive profit through purpose. She helps leaders unlock the full potential of their organisation, by defining and embedding meaningful purpose into their business and brand. Her mission is to make meaningful purpose a vital part of business in Australia and beyond.

Carolyn’s latest book “For Love & Money” was awarded best Social Responsibility book in the 2022 Smart WFM Australian Business Book of the Year Awards. She also wrote Amazon bestselling book, Path-To-Purpose.

Carolyn brings 30 years’ international experience creating successful and internationally awarded marketing campaigns for some of the world’s best brands. Over 18 years she owned and ran two agencies in Sydney, before quitting the agency world and moving into consulting to pursue her passion for social purpose.

She has contributed to numerous publications, including Forbes Australia, CEO Magazine, CEO World Magazine, CMO, Marketing and B&T. Today, through her books, content, speaking, workshops and programs, she helps leaders of small, medium and large organisations navigate the full opportunity that building a purpose-led brand and business offers them.

*This course qualifies for 16 PMP points under the AMI’s Certified Practising Marketer program.