Brand Purpose Lab / Online

4 MODULES

Module 1: What is Purpose? / 28.09.2021 ; Saat 10:00 – 12:00
Module 2: Cracking Brand Purpose / 30.09.2021 ; Saat 10:00 – 12:00
Module 3: Extending Brand Purpose to Social Purpose / 05.10.2021 ; Saat 10:00 – 12:00
Module 4: Let’s See All in Action / 07.10.2021 ; Saat 10:00 – 12:00

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SERTİFİKA

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Days

Hours

Minutes

Seconds

Kimler var?

Haluk Sicimoğlu

Founder & Chief Strategy Officer

[sc name="haluk-hoca-job-title"]

Özlem Çıragöz

Head of Strategy & Business Planning

MINDSHARE

Ceren Coşkun Sağlam

Founder& Chief Strategist

CURIOUS

Cüneyt Devrim

CEO

HAVAS İSTANBUL

Tarık Bayar

Reckitt Hijyen Pazarlama Direktörü

RECKITT

Brand Purpose Lab

Brand Purpose is probably the hottest topic in the marketing world today. Old or new, almost all conscious brands regardless of their size are taking up the strategic steps to determine their reason for existence much beyond the physical benefits of their products. And they have a very good reason for doing so.

Research shows that the brands who have defined their purpose and put it at the center of everything they do are 400% more profitable. However, defining your purpose can be tricky. This online modular training program designed to help you in determining your purpose and designing an effective plan for communicating it to all your stakeholders including your human resources.

Eğitim Detayları

Module 1: What is Purpose? / 28.09.2021 ; Saat 10:00 – 12:00

Eğitmen: Haluk Sicimoğlu

Why Purpose?

The world is changing, so the role of brands…

What is Purpose? – what is not?

Defining brand purpose, NorthStar, reason for being…
Differentiating it from corporate mission, CSR, vision, positioning…

Module 2: Cracking Brand Purpose / 30.09.2021 ; Saat 10:00 – 12:00

Eğitmen: Özlem Çıragöz / Ceren Coşkun Sağlam

Finding your Purpose

Discovering your purpose, tools and techniques, best/worst cases.
Challenges and traps in defining Purpose

Auditing your Purpose

Ensuring your purpose is authentic, brand good at, brand cares about, connects with consumer expectations / tensions / values

Communicating your Purpose

Communicating purpose internally // to target audience // through partnerships

Module 3: Extending Brand Purpose to Social Purpose / 05.10.2021 ; Saat 10:00 – 12:00

Eğitmen: Özlem Çıragöz / Ceren Coşkun Sağlam

Social Purpose (Social Opportunity)

How an organization define its role in society, how it differs from brand purpose?

Finding your social purpose

What are the roots and the steps: Brand, Consumer, Issues and Opportunity areas?

Ideas development and action plan

How to develop ideas rooted from purpose

Measuring success and drive purpose forward

KPI’s and metrics

Module 4: Let’s See All in Action / 07.10.2021 ; Saat 10:00 – 12:00

Eğitmen: Haluk Sicimoğlu / Özlem Çıragöz / Ceren Coşkun Sağlam / Cüneyt Devrim / Tarık Bayar

Benefits of being Purposeful

How brand purpose lead brand growth?

General Wrap Up

What we have learned so far?

One Big Case

Showing Finish Case that covers all the concepts

Q&A’s & Next Steps

*All topics will be enriched with frameworks, best/ worst cases etc.

* Kurumunuzun ihtiyaçları ve beklentileri doğrultusunda pazarlama, marka ve ik/işveren markası ekiplerinize özel olarak tasarlayabileceğimiz ve tercihinize göre, offline ya da online olarak gerçekleştirebileceğimiz “Marketing Academy” projeleri için lütfen iletişime geçiniz.