Grow profit, employee engagement, & customer loyalty by embedding purpose into the heart of your strategy.
I'll guide you through the Brand Purpose Model to achieve breakthrough results.
Harness the Brand Purpose Model
1. CLARIFY YOUR CRYSTAL CLEAR VISION
The truth is that your brand can stand for many inspiring causes. However, where you can have the greatest impact on the world and on your business ROI is limited.
Start by identifying the one purpose that will align your brand, employees, and consumers.
2. BUILD INTERNAL ALIGNMENT
We'll operationalize your crystal clear vision. To do this step right involves enlisting your entire company, setting ambitious milestones, and determining your metrics.
By enlisting your entire company, you’ll empower your workforce to be part of the solution. Heck, you’ll empower them to create the solution.
3. RALLY TO CO-CREATE & INNOVATE
You'll rally a co-creation team that will include more than just customers or suppliers. Together, you’ll venture into new frontiers and chart the course to make your crystal clear vision a reality.
Co-creating & innovating for impact has 3 important components:
1 - HOW you’ll step closer to your vision
2 - INVITING more people to join the movement
3 - giving VISIBILITY to the change you’re creating
Purpose sets the foundation for a culture of continuous improvement that experiments and innovates new approaches and revenue streams that bring your closer to your vision.
Kathy has a very unique set of abilities that rarely exist in combination. She is an active listener who asks meaningful questions to gain insights, is able to synthesize data, and can develop those insights into a strategic framework to move a project toward implementation.
Kathy built a holistic plan for the newly formed Global Purpose team. She brought in the expertise of outside consultants and over the course of nine workshops across North America, Europe, and China, was able to assess the cultural nuances that would be required to build a single global scope that combined the most relevant and urgent social and environmental issues for the company. Kathy worked collaboratively across the organization with stakeholders at all levels, from Project Managers to Executive Leaders, to ensure relevance and adoption of that plan.
I worked with Kathy on a massive brand relaunch, transforming MGD 64 to Miller 64, as a last-ditch effort to revive the brand after significant sales declines. Kathy’s strategic approach and marketing expertise were invaluable in shaping the brand transformation, from guiding the consumer research approach that identified why consumers had stopped buying the brand, to helping reimagine every aspect of the brand: personality, name, logo, packaging, marketing strategy, and marketing communication (TV, radio, print). This holistic transformation successfully reignited the brand, and the unique marketing approach stood out, gaining significant earned media coverage and growing our consumer base.
I worked with Kathy on the first adidas Face Cover launch during the COVID-19 pandemic. It was a complex, global project with extremely short timelines. Throughout the project, Kathy’s passion and expertise in driving brand purpose helped the team navigate obstacles (such as when the original donation recipient unexpectedly dropped out and she was able to find a new partner in record time!). Kathy helped ensure a successful launch that enabled us to donate significant funding to Save the Children’s Coronavirus Response Fund.
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Every week receive stories of companies that are using business as a force for good (while driving profit!), or one thing that's on my mind that can make the world a little better.
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