Complimentary Webinar

Going Beyond “Purpose” to Build Brighter Brands and Better Businesses

Tuesday, July 10, 2018
10 am - 11 am PST | 1 pm - 2 pm EST




The "brand purpose" bandwagon has become awfully crowded. And as more and more brands seek to capitalize on the opportunity to cast themselves in a more authentic and meaningful light, the language of "brand purpose" has become weak, watered down, and increasingly meaningless.

Marketing purpose is easy. Embedding purpose is hard work. And while purpose can be a powerful tool, simply capturing your "why" in the form of a tagline or mission statement isn't the finish line; it's a starting point. As brand leaders, we have a responsibility to push beyond a simple purpose statement and show – not just tell – our stakeholders that our commitment to purpose is more than just a tagline. We call this process, of pushing beyond a simple purpose statement to more meaningfully embed purpose within an organization, getting to The Bright Side of the Brand.

This informative webinar will broaden your view of brand purpose and provide attendees with practical strategies to embed and communicate purpose from the inside out. Learn the value of brand culture, storytelling and leadership to connect with diverse stakeholders and create multilevel impact. We will highlight key leaders, case studies and practical strategies for more effectively leveraging the bright side of your  brand.

What You Will Learn

  • Gain practical strategies to embed and communicate purpose within your organization from the inside out.
  • Understand the value of brand culture, storytelling, and leadership to connect with diverse stakeholders and create multilevel impact.
  • Discover how to effectively leverage the Bright Side of the Brand through examples from key leaders and case studies.
  • Learn how to avoid "purpose-washing" and how to proactively combat it.

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About The Speakers

Guusje Bendeler

Guusje Bendeler - Co-Founder and Chief Strategy & Creative, thinkPARALLAX
Guusje Bendeler is the Co-Founder and Chief Strategy & Creative of thinkPARALLAX, a creative marketing and communications consultancy committed to building brands with purpose.

Her work with clients such as Scotiabank, Qualcomm, Hulu, Twitter, and Edison International — has included overseeing the development and implementation of strategies for communicating core values, mission, vision, sustainability, CSR, and philanthropy.

Tyler Wagner

Tyler Wagner - VP of Client Strategy, thinkPARALLAX
Tyler Wagner is VP of Client Strategy at thinkPARALLAX, a consultancy specializing in brand purpose and corporate citizenship strategy and communications.

Tyler has tackled strategic brand challenges alongside a diverse range of clients and industries, including Southwest Airlines, International Paper, Beam Suntory, Josie Maran Cosmetics, and Interface, among others.

Originally from Lincoln, Nebraska, Tyler is a graduate of the University of Missouri and UC San Diego, and is certified in sustainability reporting through the Global Reporting Initiative (GRI).

An avid cyclist, Tyler enjoys spending his free time outdoors or in the kitchen with his wife Natasha, son Jasper, and their dog Bernell.

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Thank you for your interest in this special Sustainable Brands webinar. Recorded webinars are always available after the live webinar in SB Library.