In this session...
The keynote explores the shift from purpose-driven branding to a focus on real impact and measurable outcomes. It highlights how brands can drive lasting change through stakeholder engagement, content that both entertains and transforms, and success metrics that prioritize return on impact over ROI. By embracing this approach, brands can lead in environmental, economic, and social progress, extending their influence beyond industry.
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The keynote delves into the shift from purpose-driven branding to an era where real impact and measurable outcomes are key. It explores how brands must evolve from declarations to actively driving meaningful change.
The discussion focuses on core shifts brands must consider to embed sustainability into business, move beyond shareholder interests, and embrace the stakeholder economy.
Content plays a critical role in connecting with today’s generations and must excite, educate, engage, and empower — driving system change by being both informative and entertaining.
Success metrics should be redefined to consider long-term environmental, economic, and social impacts, allowing brands to thrive in their industries and lead across society as a whole.
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What You'll Learn from This Session...
- Engage holistically: Companies need to engage all stakeholders — employees, customers, and communities — ensuring that their actions reflect a commitment to collective well-being, not just shareholder interests.
- Leave a legacy: Advertising must move beyond short-lived stunts and focus on long-term, engaging creativity and content that drives real, tangible, and measurable change.
- Redefine Success: Success metrics must evolve to include environmental, social, and economic impact, create shared and distributed value, and build sustained and sustainable growth.
