Monash Marketing Business Breakfast: Does strong brand purpose drive business growth?

10/21/2022 06:45 am 10/21/2022 09:00 am Australia/Melbourne 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?

Join us on Friday 21 October for the final Monash Marketing Business Breakfast of 2022, where you’ll hear great insights on this subject from industry leaders and enjoy some great networking opportunities.


Keynote speakers

  • Kate Kavanagh
    Head of Communications, Government Relations, ESR and Live Entertainment at The Walt Disney Company - a global brand that has built its business model on a strong brand purpose to “create happiness through magical experiences”.

  • Bruce McColl
    Senior Marketing Scientist, Ehrenberg-Bass Institute and former Global Chief Marketing Officer at Mars Inc – a global brand recognised for putting “purpose into practice”.

Photo Bruce McColl

  • Professor Magda Nenycz-Thiel
    Industry Growth Professor at The Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing.

Magda image

Register now

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?

Join us on Friday 21 October for the final Monash Marketing Business Breakfast of 2022, where you’ll hear great insights on this subject from industry leaders and enjoy some great networking opportunities.


Keynote speakers

  • Kate Kavanagh
    Head of Communications, Government Relations, ESR and Live Entertainment at The Walt Disney Company - a global brand that has built its business model on a strong brand purpose to “create happiness through magical experiences”.

  • Bruce McColl
    Senior Marketing Scientist, Ehrenberg-Bass Institute and former Global Chief Marketing Officer at Mars Inc – a global brand recognised for putting “purpose into practice”.

Photo Bruce McColl

  • Professor Magda Nenycz-Thiel
    Industry Growth Professor at The Ehrenberg-Bass Institute for Marketing Science – the world's largest centre for research into marketing.

Magda image

Register now