Starbucks' Ian Cranna on why purpose is so important

Brand Learning caught up with Ian Cranna, Vice-president Marketing and Category EMEA Starbucks, who shared the importance of purpose and how it permeates the whole organisation, its relationships with suppliers, and its influence on the customer experience.

Ian was a speaker at the 2016 International Marketing Leaders Programme Europe which is brought to you by the Marketing Society in partnership with Brand Learning and sponsored by Shell. The programme is a unique development experience for high potential individuals preparing for senior marketing and commercial leadership roles.

Brand Learning is a consultancy with unique expertise in lifting the capabilities of people and organisations to drive growth by creating better value for their customers. We are proud to share a series of films about customer-centricity from top leaders who have been generous with their helpful tips and rich experience.