Can partnerships help brands build purpose?

Jo Kenrick, Chair and Marketing Director of Homebase, kicked us off with her view that a purpose is about identifying the difference you want to make in the world, and that can work to unite a group of people into sustained high performance.

I gave some brief headlines from research into attitudes and experiences of marketers towards 3^rd party labels, with examples of roles that labels play for brands. We then heard three insightful case studies. Birds Eye’s MSC association was shared by CEO Martin Glenn:  We learned that their ‘Forever Food’ sustainability plan is ‘enlightened self interest’, and that the label can’t dictate what your brand stands for, you have to stand for something and decide how the label fits. Bella Vuillermoz of Sky discussed the Sky rainforest partnership with WWF, and noted that the combined organisations connected simple messages with action on the ground, and so unlocked people’s desire to act. Finally, Cheryl McGechie of Fairtrade highlighted the importance of campaigning and community behind the Fairtrade brand, and demonstrated what this partnership meant for brands such as Ben & Jerry’s.

Liz Tinlin also told us what Brand Purpose meant to her in front of our Roving Reporter...

Tell us what you think Brand Purpose means to you by adding your comments to this page or by using the hash tag #brandpurpose.