Successful brands are those with a sense of purpose

In Episode 2, Season 2 of HT Brand Studio Live, top brand leaders will discuss how purpose is at the core of powerful brands.

Every brand is formed with a purpose in mind. However, many forget their roots in their journey to scale up. Some also struggle to evolve with changing times—be it due to laziness, overconfidence or fear of losing loyal clientele.

Successful brands put purpose as their core vision and allow it to inform every decision.

According to Kantar Consulting, brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years. Not just that, a recent report by Accenture says 63% of customers want to associate themselves with brands that stand for a purpose—a purpose that reflects their own values and beliefs.

Millennial consumers aspire to associate with brands that have a profound reason for existence or intend to bring about a positive change in the world—whether it’s in the field of health, education, women empowerment or environmental sustainability.

In the new world order, purpose is driving companies to think in creative ways to stay on top of their game.

To know more, tune in to the second episode of HT Brand Studio Live, Season 2. The show will be webcast from the Mint Facebook page at 10 am on August 27.

Brand leaders such as Seema Bansal (BCG), Vijay Sharma (GSK Consumer Healthcare), Priya Kapadia (Marico Innovation Foundation), Debasis Ray (Tata Trusts), Sairee Chahal (SHEROES) and Atul Pokhriyal (XSEED Education) will discuss about building brands with a purpose.

The themes will include driving impact through innovation; businesses built around passion; how to build brands that have purpose and are profitable; and brands that bring change at the grassroots level.

HT Brand Studio Live is hosted jointly by HT Brand Studio and DMAasia, and is a part of the HT Brand Leadership Series, an annual property hosted under the domain of that has content around breakthroughs in marketing. It is anchored by Rameet Arora, COO, HT Digital Streams.

In the first episode of Season 2 that looked at marketing beyond stereotypes, there were brand leaders such as Amisha Jain (Zivame), Anshuman Goenka (Bacardi India), Sharad Gupta (Escorts Group), Rana Barua (Havas Media), Malini Agarwal (Miss Malini Entertainment) and popular filmmaker Ashwiny Iyer Tiwari.

The previous season of HT Brand Studio Live saw over 100 brand leaders including the likes of Anjali Malhotra Nanda (Aviva India), Puneet Anand (Hyundai Motor India), Karan Kumar (Fabindia), Kedar Apte (Castrol India), Megha Tata (BTVI), Solomon Wheeler (Vistara), Nikhil Rastogi (Citibank), Sandeep Singh (Bira 91), Tarun Garg (Maruti Suzuki), Priyanka Gill (POPxo), Asha Kharga (Axis Bank), Srihari Gopinath (Hewlett Packard Enterprise) and Mandar Natekar (KidZania).

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