Global juggernaut Unilever’s chief executive, Alan Jope, recently revealed 28 of their Sustainable Living brands grew 69 per cent faster than the rest of the business - and delivered 75 per cent of Unilever’s overall growth.
Brand purpose has become a divisive topic, particularly following a 2021 study by effectiveness expert Peter Field, which reported well-executed brand purpose campaigns can drive above average business effects for brands compared to non-purpose cases. His controversial findings sparked a frenzy of criticism and counter claims.
So what is a brand’s purpose and should having a brand purpose really matter?
Join us on 21 October for the final Monash Marketing Business Breakfast of 2022, where you’ll hear great insights on this subject from industry leaders and enjoy some great networking opportunities.
This quality event series has been hosted by the Monash Business School Department of Marketing for more than 15 years.
Monash Marketing Business Breakfast events - Connecting businesses.
LOCATION
ZINC Federation Square
Cnr Princes Walk &, Russell St Ext, Melbourne VIC 3000
MAP