Beyond Profit
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Deb Malone, founder of The Internationalist, talks about companies that are making a world of difference outside the U.S., her key takeaways from a new purpose playbook she wrote for the ANA, her concern about the rise of purpose-washing, and more. LISTEN NOW!


Vineet Mehra
2019 Winners are Announced

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ANNOUNCING THE ANA "PURPOSE PLAYBOOK"

Author: Deborah Malone of The Internationalist

“Purpose can drive differentiation within the most commoditized categories and provide relevance to even highly skeptical consumers. It can sustain price premiums, increase market share, and garner greater share of voice in a fragmented media landscape. Purpose also galvanizes a workforce and helps to recruit talent, especially millennials.”

Topics covered in the 56-page playbook include:

  • Defining Purpose for Today’s Organizations
  • Differentiating Brand Purpose from a Corporate Mission
  • How an Organization Determines Its Role in Society
  • Ensuring Purpose Is Authentic and Connects with Customers’ Passions and Expectations
  • The Challenges to Overcome in Defining Purpose
  • The Benefits of Being Purposeful
  • How Purpose and Doing Good Can Lead to Brand Growth.

DOWNLOAD A PDF OF THE ANA "PURPOSE PLAYBOOK" HERE

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The Internationalist connects the people and ideas in international advertising, marketing and media through content, thought leadership, community and collaboration. Marketer driven, The Internationalist has become a trusted source for international best practices, and is dedicated to the business needs and challenges of international marketing professionals as they participate in multinational brand building. The Internationalist is available in print, online and in-person—through Think Tanks, Awards and Summits—all to better serve the needs of this community.

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