Purpose, in many ways, is the new black. Consumers want to know the brands they invest in are doing their part to be responsible corporate citizens. And companies realize the positive return that’s possible when they align products and services to making an impact. But is purpose-driven marketing already over-saturated? When every brand seemingly has a purpose story, how do companies stand out?
 

This session will offer concrete tips for how companies can transform their brands around and communicate their purpose in a noisy and highly-critical world where authenticity wins. Mattel SVP Lisa McKnight will share the evolution of Barbie and its focus on enabling imaginative play and empowering girls. Shinola President Jacques Panis will discuss how the watch brand approaches its purpose of bringing jobs back to Detroit. Weber Shandwick EVP, Paul Massey will share the keys to how the world’s top brands break through with purpose to engage their audiences.