Dear CMO,

Consumer expectations have changed, and the age of conscious capitalism is here. The choice for all brands is clear—master the pivot to purpose, or cede future market share to your cooler, more conscious competition

Thought leader and marketing strategist Afdhel Aziz can equip your team with proven strategies and practical frameworks you need to move from the “why” to the more crucial “how” to market with purpose and deliver business growth and positive impact while avoiding the pitfalls. The best-selling co-author of Good Is The New Cool, Afdhel has advised some of the world’s biggest brands—Adidas, Oreo, Microsoft and more—on how to market with purpose. His proven approach won’t just change your business—it will energize your team while changing the world for the better.

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01 How do we discover our corporate purpose?

Discovering your brand purpose is a matter of following a set of concrete steps which allow you to reflect on two key aspects of your business:

1)    What does the world need?

2)  What is our brand uniquely positioned to create?

The answer lies at the interaction of the two, after a careful consideration of your customers, competitors, category, collaborators, challengers and culture (point 1 above) as well as the origins of your brand, the passions of your employees and leaders (point 2 above).


02 What social impact territories do we have the right to play in?

Identifying suitable social impact territories is one of the first steps on your journey to define your brand purpose. Some territories are naturally more suitable for your brand than others. For example, generally speaking, for an alcohol brand, the territory of homelesness or substance abuse are the obvious no-gos. Landing the right territory is both an art and a science. It requires a sense of moral imagination and the ability to formulate a vision for how the impact could look like as well as following a set of concrete steps to arrive at the right territory. We have frameworks and processes to assist you with both so you can feel sure the territory you have selected is the right one.

How do we design brand purpose campaigns that deliver business growth and social impact, while avoiding the pitfalls?