Monash Marketing Business Breakfast: Does strong brand purpose drive business growth?
Global juggernaut Unilever’s chief executive, Alan Jope, recently revealed that 28 of their Sustainable Living brands grew 69 per cent faster than the rest of the business - and delivered 75 per cent of Unilever’s overall growth.
But brand purpose has become a divisive topic, particularly following a 2021 study by effectiveness expert Peter Field, which reported well-executed brand purpose campaigns can drive above average business effects for brands compared to non-purpose cases. His controversial findings sparked a frenzy of criticism and counter claims.
So what is a brand’s purpose and should having a brand purpose really matter?
Our speakers have kindly shared their presentations. Please click on the links below to access them.
Please save the date for our next Monash Marketing Business Breakfast, How to communicate your brand value to an increasingly fragmented market, which will take place on Friday 17 March 2023. Further details will be sent at a later date.
To have input into future topics to support you and your business, email the Events Team at MBUS-events@monash.edu.
Keynote speakers
Kate Kavanagh |
|
Bruce McColl |
|
Professor Magda Nenycz-Thiel |
|
Event Details
- Date:
- 21 October 2022 at 6:45 am – 9:00 am
- Venue:
- Zinc, Corner Princes Walk and Russell Street, Federation Square
- Categories:
- General; Marketing
Description
Global juggernaut Unilever’s chief executive, Alan Jope, recently revealed that 28 of their Sustainable Living brands grew 69 per cent faster than the rest of the business - and delivered 75 per cent of Unilever’s overall growth.
But brand purpose has become a divisive topic, particularly following a 2021 study by effectiveness expert Peter Field, which reported well-executed brand purpose campaigns can drive above average business effects for brands compared to non-purpose cases. His controversial findings sparked a frenzy of criticism and counter claims.
So what is a brand’s purpose and should having a brand purpose really matter?
Our speakers have kindly shared their presentations. Please click on the links below to access them.
Please save the date for our next Monash Marketing Business Breakfast, How to communicate your brand value to an increasingly fragmented market, which will take place on Friday 17 March 2023. Further details will be sent at a later date.
To have input into future topics to support you and your business, email the Events Team at MBUS-events@monash.edu.
Keynote speakers
Kate Kavanagh |
|
Bruce McColl |
|
Professor Magda Nenycz-Thiel |
|