Webinar LIVE

Tuesday, June 29, 2021 ( 4:30 pm - 6 pm CET)

VIA WEB
Brand activism: from ethics the success of a brand

The "purpose" of a product or service is an increasingly indispensable feature in the contemporary market. The "ethical" side of a business is in fact a crucial element of the brand, able to retain its customers and transform the values of the common good and sustainability from simple slogans into reality with very concrete impacts on business.

Businesses are therefore called to take a stand and brand activism is a real call to action aimed at all business leaders. Being neutral in the 21st century is no longer an option: consumers and new generations expect the brand to be ethically correct and that its choices are directed towards a more inclusive, responsible and public value-based society.
 
During the meeting, Christian Sarkar, co-author with Philip Kotler of the best seller “Brand Activism: from purpose to action”, will focus on the following aspects:
  • guidelines for brands and companies: what it means to be a "values-driven" company
  • create a new brand with a "purpose" or add a "purpose" to existing brands
  • the different perspectives of Brand Activism (for CEOs, employees and customers)
  • examples of companies and brands that have successfully implemented the Brand Activism.

Program

Tuesday, June 29, 2021
4:30 pm - 5:30 pm CET
Speech by Christian Sarkar
5:30 pm - 6 pm CET
Discussion

Christian Sarkar

Founder, Double Loop Marketing

Christian Sarkar is the founder of Double Loop Marketing, a marketing consultancy and the co-author (with Philip Kotler) of the Best Seller 'Brand activism: from purpose to action'. With Kotler he founded The Marketing Journal which brings together business executives and thought leaders on the future of marketing. He is involved in numerous non-profit and public-education projects and was named to the Thinkers50 Radar of global management thinkers in 2021 for his work on brand activism.


See all documents  

Documents

Brand activism: from purpose to action

Brand activism: from purpose to action

Christian Sarkar
Brand activism: from purpose to action

Brand activism: from purpose to action

Christian Sarkar, Philip Kotler
Book summary – Brand Activism

Book summary – Brand Activism

Christian Sarkar, Philip Kotler
Brand Activism

Brand Activism

Juan Luis Manfredi-Sánchez
The case of brand activism

The case of brand activism

Philip Kotler, Christian Sarkar
The future of branding is activism

The future of branding is activism

Hanneke Faber
How companies can build a “purpose platform” for the common good

How companies can build a “purpose platform” for the common good

Christian Sarkar, Philip Kotler
Cross-brand activism: the way forward

Cross-brand activism: the way forward

Christian Sarkar, Philip Kotler
The Ecosystem of Wicked Problems

The Ecosystem of Wicked Problems

Christian Sarkar
The unmet needs of society: introducing multi-stakeholder jobs to be done

The unmet needs of society: introducing multi-stakeholder jobs to be done

Christian Sarkar, Anthony Ulwick, Philip Kotler
Patagonia’s focus on its brand purpose is great for business

Patagonia’s focus on its brand purpose is great for business

Veronika Sonsev
Activate brand purpose: how to harness the power of movements to transform your company

Activate brand purpose: how to harness the power of movements to transform your company

Scott Goodson, Chip Walker