The Enduring Nature of Brand Purpose

Do you think brand purpose is a tired idea that never truly had relevance in the world of branding and business? Or do you believe that having a brand purpose—and activating it in everything you do—is the most effective way to run a successful company?

On this show, we've heard compelling arguments on both sides of the debate. So today, we're bringing together four thought leaders to discuss and explore one big question: Is brand purpose dead, or more alive than ever?

Jim is joined by:

• Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty and President of Keys Soulcare. Kory previously held roles at LVMH, Puig, and Shiseido before joining e.l.f. in 2019.
• Mark Ritson, former marketing professor, Marketing Week columnist, creator of the Mini MBA in Marketing, and advisor to a range of global brands.
• Lisa Materazzo, Global Chief Marketing Officer at Ford Motor Company since 2023, following a 20-year marketing career at Toyota.
• Sara Carter, Global Planning Partner at adam&eveDDB and co-author (with Les Binet) of How Not to Plan: 66 Ways to Screw It Up.

Let us know where you stand in the Purpose debate—right here or on social media!

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