Linking Sustainability Attributes to Brand Equity and Embedding Sustainability as a Marketing Priority
This workshop equiped attendees with knowledge and tools that can be used to integrate sustainability and purpose into the growth strategy of a brand. While designed to serve brand strategy, marketing and communications professionals above all, it would also be helpful to sustainability professionals struggling to engage their marketing colleagues – or anyone looking to learn how to leverage sustainability and purpose as integral components of the growth agenda of a brand. Attendees discovered powerful practical ways to select the right social or environmental purpose for a brand and activate it as part of a marketing strategy. Attendees walked away from this workshop with conceptual frameworks, specific how-to lessons, and inspiring examples to help guide your own efforts around turning purpose into a competitive advantage.