Transforming Brands On Purpose

This course is taught by Alex Inchbald

What is it?

Learn from one of the leading experts on creativity and purpose about how to put purpose at the heart of everything your brand does so you can develop breakthrough innovation.

Purpose is currently hot news:

  • At Davos earlier this year, Larry Fink, the CEO of the largest asset management company in the world, BlackRock, announced the companies he invests in must focus on purpose or risk losing his support.
  • According to Deloitte, 73 percent of people who work at a purpose-centred organization are engaged and, according to Gallup, employee engagement increases earnings per share by 147 percent.

The problem is purpose is like teenage sex; most teenagers claim they’re doing it; few are; and those that are, aren’t doing it very well! In a world where unsustainable brands, consumer debt, employee disengagement, and distrust of organisations are at record levels, not developing a purpose is not an option. Nor is developing a purpose and then continuing business as usual - that’s purpose-washing, which will fuel the consumer backlash against advertising.

Who is it for?

This one-day workshop is for advertising and communication agency CEOs, Planning Directors and Senior Account Directors who are either receiving requests from their clients about how to develop and deliver a brand purpose that leads to a greater impact or just believe this is the correct thing to do for their clients.


You will leave this workshop with a set of tools to help you develop brand purpose and a strategy to do so for your clients. Similar exercises for leading companies have increased productivity, employee engagement, propensity to purchase by millions of dollars.

More specifically, Alex will explain: why purpose is trending today; why brands need to change; why most brands fail to realize their purposes; how to put purpose at the heart of everything your brand does; how to develop brand purpose and organization purpose; how to develop a purpose-centred value proposition and sustainable business model that fuels innovation and changes the culture; and how to develop a 100-Day Plan to create unstoppable momentum.

In addition, Alex will help the first 10 people who attend this workshop to articulate their personal purpose. Your personal purpose is your personal vision. Every organization has a vision. The purpose of the organization is to realize its vision. Your personal purpose is your vision for your life. The purpose of your life is to realize your personal purpose. Aligning your life with your purpose creates more meaning and can lead to greater success and fulfillment not just for you, but also for your agency.