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When Marketing Meets Purpose

"When your values are clear, decisions become easier" - Roy E.Disney

What does your brand stand for when push comes to shove? Is your purpose well-defined and embedded into your business culture and practices?

For the last Brainy Breakfast of 2024, we hear from different organisations who are successfully weaving purpose, brand, and culture together, providing them with a clear compass for navigating tough times (economic, social issues, consumer backlash).

Learn how purpose is consistently reflected in their customer communication, marketing activities, CX, and products. And find out how they track brand affinity, customer sentiment, and the social impact of their values-driven campaigns.

Don’t miss a morning of actionable takeaways for marketers in Wellington.

What you will learn:

  • What it takes behind the scenes to lead with purpose: the team kōrero and mahi
  • How to align purpose with marketing campaigns and tactics on a practical level
  • How to measure the impact of purpose-led marketing: KPis, data and ROI
  • Deciding which social conversations you want to be part of
  • Preparing your team to tackle backlash
  • Avoid being seen as ‘purpose washing’

Haven't been to our Brainy Breakfast event before? This is what you get for your ticket:

  • Opportunity to network with your peers
  • A delicious breakfast
  • Barista Coffee
  • Loads of inspiration and practical tips
  • Marketing insights from leading NZ brands and experts

Sponsored by

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Speakers

Rachel Turner

Rachel Turner

Head of Brand, Kowtow Clothing

Aligning Marketing with Conscious Consumerism: The Kowtow Clothing Story

Julia Jack-2

Julia Jack

Chief Purpose and Brand Officer, Kiwibank

How Kiwibank is Weaving Purpose, Brand and Culture Together

Rhys Musson

Rhys Musson

Meridian Marketing Lead, Meridian Energy
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Bethany Omeri-1

Bethany Omeri

Head of Strategy, Special Wellington
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Nick Farland

Nick Farland

Director, Marc Etting
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Regan Savage-3

Regan Savage

Chief Sales & Marketing Officer, Southern Cross Health Insurance
Panel Moderator

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Lindsey Horne (1)

Lindsey Horne

Behavioural Insights Director, TRA

Your Host & MC

Rachel Turner

Rachel Turner

Head of Brand, Kowtow Clothing

Aligning Marketing with Conscious Consumerism: The Kowtow Clothing Story

Julia Jack-2

Julia Jack

Chief Purpose and Brand Officer, Kiwibank

How Kiwibank is Weaving Purpose, Brand and Culture Together

Rhys Musson

Rhys Musson

Meridian Marketing Lead, Meridian Energy
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Bethany Omeri-1

Bethany Omeri

Head of Strategy, Special Wellington
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Nick Farland

Nick Farland

Director, Marc Etting
Panellist

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Regan Savage-3

Regan Savage

Chief Sales & Marketing Officer, Southern Cross Health Insurance
Panel Moderator

Panel: When Brands Take a Stand: Purpose, Tokenism, and Boycotts

Lindsey Horne (1)

Lindsey Horne

Behavioural Insights Director, TRA

Your Host & MC