The 2017 Cision World Tour
The ANA’s “How Purpose Sparks Innovation, Differentiation, and Preference” Conference | Yasin Usta
As a person who came from a journalistic background, purpose-driven marketing was one of the few fields where I felt at home. Having worked as a reporter and editor, I talked to executives who loved explaining how their brands go beyond making a profit by taking a stand on important social and environmental issues. I found the concept of brand purpose especially relatable, as I personally believe that it is vital to keep one’s overarching purpose in mind to make it the predominant driving force of decision making. I knew that purpose and financial growth were intertwined, but touching people’s lives has always been one of my personal goals. The Association of National Advertisers’ (ANA) virtual “How Purpose Sparks Innovation, Differentiation, and Preference” conference on June 18, 2020, was a great opportunity for me to see how brands question their values and priorities to uncover their core purposes and activate them. 1-Not Every Brand Should Be a Part of Every Conversatio...
