Why Purpose Fails
Tuesday, November 16th, starting at 9:00 AM EST | Virtual Event
The concept of the purpose-driven company is not new. What’s new is that what was once an outlier idea is now essential to be competitive, attract the best talent, and retain loyal customers. A new Razorfish study revealed that 62% of people say they buy on values. While more companies than ever are jumping on the purpose bandwagon, the unfortunate fact is most lack depth and conviction and fail in implementation and execution.
Over half (53%) of marketers say they don’t believe they are acting on their own brand purpose, and 73% of marketers say their purpose doesn't live beyond their TV ads. Why is Purpose falling at execution?
Razorfish’s Connecting Purpose to Performance Summit aims to go deep into the power purpose can have when it is linked to performance. You’ll hear from industry thought leaders and brands like Dove and Carrefour, about their experiences on how their full commitment to purpose influences organizational direction and strategy, along with customer experiences and products – it’s not just virtue signaling through advertising campaigns and social posts.
Join us for this virtual event on Tuesday, November 16th at 9 AM EST as we go beyond the stats and demonstrate with clarity how to get to purpose and drive it through the organization, how purpose manifests across the customer experience, when purpose can go wrong, and how to measure effectiveness.
We hope you’ll join us to learn, and add your voice, to this important issue driving corporate strategy across all industries.
Purpose to Performance
Introduction and context: The power of purpose in driving impact on business and society, where purpose fails, and a brief introduction to Razorfish’s role in helping brands connect Purpose to Performance.Josh CampoPresident • Razorfish
Dove: From Ads to Acts
We all know Dove through its powerful purpose and compelling advertising, but they’ve done more to implement their purpose than just great advertising. We’ll explore how Dove unlocked the power of purpose by putting it at the core of everything they do.Firdaous El HonsaliGlobal Communications Director • DoveJohn AntonielloExecutive Creative Director • Razorfish
Carrefour: Acts for Food
How Carrefour, the French supermarket chain, accelerated the food transition movement and transformed its business, from a discount model to a food quality model, by putting concrete actions behind their purpose.Nathalie JacquierHead of Brand and Marketing • CarrefourAnthony YellChief Creative Officer • Razorfish
The Chasm between Purpose and Action
47% of marketers don’t believe in their own brand’s purpose, 72% claim they aren’t living up to their purpose through action. This panel will trade views on why purpose is falling at implementation. What are the causes and solutions to making more of a brand’s purpose?Marsha CookeSVP, Global News and Special Projects • Vice Media GroupMichael DiamondNYU ProfessorJim StengelAuthor, Professor, and Public Speaker; Former CMO • P&GMalavika RaoSenior Director, Brand Strategy • Razorfish
Pulling Purpose into Experience
What impact does purpose have on a button on your website? How does it impact your retail experience? How does it influence the way your staff talks to customers? We’ll explore how leading brands are leveraging purpose to win through meaningful experiences.Ben StuartHead of Growth & Transformation and CMO • Bank of the WestDonald ChesnutChief Experience Officer • General MotorsJoey WilsonChief Performance Officer • Razorfish
How do you measure purpose? A framework for business and social impact.Sisi ZhangVP, Data Science and Analytics • RazorfishTim AshbyData and Analytics Lead • Razorfish