Center for Brand Purpose

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} } </style>   <section class="sec " > <div class='container'> <div id="brandpurpose-chan-intro" class='info '> <div class='info__body'><div class="row"> <div class="col"> <h1 style="text-align: center; padding-bottom: 20px;">A Purposeful Approach to Business Success</h1> </div> </div> <div class="row align-items-center"> <div class="col-8 col-lg-10"> <p>Purpose is an organization’s reason for being beyond profit — why it matters to the world. The <strong>ANA Center for Brand Purpose</strong> provides the education, resources, and guidance to maximize marketers’ understanding of all aspects of purposeful marketing and its significance to driving brand growth and social impact.</p> </div> <div class="col-4 col-lg-2"> <p style="text-align: center;"><a href="/humanity"><img title="Partner of the ANA Brands for Humanity Coalition" src="/contentimage/B4HC/humanity-chan-partner-badge.png" alt="Brands for Humanity Partner Badge" width="100%" /></a></p> </div> </div></div> </div> </div> </section>  <a id="begin" style="scroll-margin-top:71px;"></a>  <style type="text/css"> @media screen and (max-width: 1275px) { .hide_sec_background{ background: none!important; } } </style>   <section class="sec bg-light" > <div class='container'> <div id="brandpurpose-chan-begin-intro" class='info '> <div class='info__body'><div class="row"> <div class="col"> <h3>Begin the Purpose Journey</h3> <hr style="border: 0; height: 1px; background-color: #111111;" /></div> </div></div> </div> <div class="row"> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r1c1" class='info '> <a href="https://www.ana.net/purposeassessment" class="info__link" target="_self"> <img src="/contentimage/CBP/PurposeAssessment.jpg" class="info__graphic"> </a> <a href="https://www.ana.net/purposeassessment" class="info__link" target="_self"> <h5 class='info__title'>Assess Your Purposefulness</h5> <div class='info__body'><p>Take the Social Purpose Assessment to see how much your purpose is embedded in the business.</p></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r1c2" class='info '> <a href="/miccontent/show/id/kp-2023-07-grounded-media-articulating-brand-purpose" class="info__link" target="_self"> <img src="/contentimage/CBP/brandpurpose-chan-begin-grounded-media.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/kp-2023-07-grounded-media-articulating-brand-purpose" class="info__link" target="_self"> <h5 class='info__title'>Create a BPP Framework</h5> <div class='info__body'><p>Comprising "Belief, Purpose, and Pursuits," this framework, developed by <a href="https://www.grounded.world" target="_blank">Grounded World</a>, helps organizations define their purpose to help drive exponential growth, social impact, and consumer loyalty.</p></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r1c3" class='info '> <a href="/training/course/id/CD-CCC-HD-JG" class="info__link" target="_self"> <img src="/contentimage/dei/dei-chan-start-mtdc.jpg" class="info__graphic"> </a> <a href="/training/course/id/CD-CCC-HD-JG" class="info__link" target="_self"> <h5 class='info__title'>Storymaking for Good</h5> <div class='info__body'><p>This new ANA team-training mastery program applies the concept of co-creation to help your organization benefit people and the planet.</p></div> </a> </div> </div> </div> <div class="row"> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r2c1" class='info '> <a href="/miccontent/show/id/ii-ana-discovering-brand-purpose" class="info__link" target="_self"> <img src="/contentimage/CBP/BP2019.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/ii-ana-discovering-brand-purpose" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> Purpose Playbook 1</h5> <div class='info__body'><p>Need to discover your brand's purpose? This playbook will give you the inspiration you need to succeed.</p></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r2c2" class='info '> <a href="/content/show/id/brand-purpose-playbook" class="info__link" target="_self"> <img src="/contentimage/CBP/Playbook2_800.jpg" class="info__graphic"> </a> <a href="/content/show/id/brand-purpose-playbook" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> Purpose Playbook 2</h5> <div class='info__body'><p>Struggling to activate your purpose? This playbook will help you make the process less complicated.</p></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-begin-r2c3" class='info '> <a href="/miccontent/show/id/ii-2022-09-cbp-avoiding-purpose-washing" class="info__link" target="_self"> <img src="/contentimage/CBP/brandpurpose-chan-begin-avoiding-washing.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/ii-2022-09-cbp-avoiding-purpose-washing" class="info__link" target="_self"> <h5 class='info__title'>How to Avoid Purpose Washing</h5> <div class='info__body'><p>These six industry-approved principles are meant to deeply root purpose into business strategy and organizational culture.</p></div> </a> </div> </div> </div> </div> </section>  <a id="bringing" style="scroll-margin-top:71px;"></a>  <style type="text/css"> @media screen and (max-width: 1275px) { .hide_sec_background{ background: none!important; } } </style>   <section class="sec " > <div class='container'> <div id="brandpurpose-chan-bringing-intro" class='info '> <div class='info__body'><div class="row"> <div class="col"> <h3>Bring Purpose to Life</h3> <hr style="border: 0; height: 1px; background-color: #111111;" /></div> </div></div> </div> <div class="row"> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r1c1" class='info '> <a href="/magazines/show/id/cbp-2024-04-q-and-a-tripp" class="info__link" target="_self"> <img src="/contentimage/mic/Newsstand/cbp-2024-04-q-and-a-tripp-4.jpg" class="info__graphic"> </a> <a href="/magazines/show/id/cbp-2024-04-q-and-a-tripp" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> Toyota’s Efforts to Drive Sustainability</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r1c2" class='info '> <a href="/miccontent/show/id/pod-2024-04-bp-cure-pupose-paralysis-bardell" class="info__link" target="_self"> <img src="/contentimage/CBP/bp-cure-pupose.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/pod-2024-04-bp-cure-pupose-paralysis-bardell" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Listen:</span> A Proven Cure for Purpose Paralysis</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r1c3" class='info '> <a href="/committee/profile/id/BRANDPURPOSE" class="info__link" target="_self"> <img src="/contentimage/CBP/Purpose-Embedding-Org-Culture.jpg" class="info__graphic"> </a> <a href="/committee/profile/id/BRANDPURPOSE" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Take Action:</span> Join the Brand Purpose Committee</h5> <div class='info__body'></div> </a> </div> </div> </div> <div class="row"> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r2c1" class='info '> <a href="/magazines/show/id/cbp-2023-04-nonprofit-inclusion" class="info__link" target="_self"> <img src="/contentimage/CBP/BP2-May23.jpg" class="info__graphic"> </a> <a href="/magazines/show/id/cbp-2023-04-nonprofit-inclusion" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> DEIB Best Practices for Nonprofit Organizations</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r2c2" class='info '> <a href="/magazines/show/id/cbp-2023-10-bearbottom" class="info__link" target="_self"> <img src="/contentimage/mic/Newsstand/cbp-2023-10-bearbottom-4.jpg" class="info__graphic"> </a> <a href="/magazines/show/id/cbp-2023-10-bearbottom" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> Bearbottom Clothing Adds Soul to Its Apparel</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r2c3" class='info '> <a href="/miccontent/show/id/pod-2024-02-bp-finding-purpose-mandel" class="info__link" target="_self"> <img src="/contentimage/CBP/bp-finding-purpose.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/pod-2024-02-bp-finding-purpose-mandel" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Listen:</span> Finding Purpose in Life and in Marketing</h5> <div class='info__body'></div> </a> </div> </div> </div> <div class="row"> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r3c1" class='info '> <a href="/magazines/show/id/cbp-2023-06-marketing-sustainability" class="info__link" target="_self"> <img src="/contentimage/CBP/BP3-June23.jpg" class="info__graphic"> </a> <a href="/magazines/show/id/cbp-2023-06-marketing-sustainability" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Read:</span> Sustainability Efforts Leave Consumers Unimpressed</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r3c2" class='info '> <a href="/miccontent/show/id/ps-2024-01-bp-black-experience-brownbaylor" class="info__link" target="_self"> <img src="/contentimage/CBP/CBPBrown.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/ps-2024-01-bp-black-experience-brownbaylor" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Watch:</span> Dontrese Brown on Being a Purposeful Leader</h5> <div class='info__body'></div> </a> </div> </div> <div class='col-md pt-3 pb-3'> <div id="brandpurpose-chan-bringing-r3c3" class='info '> <a href="/miccontent/show/id/pp-2023-05-bp-nonprofit-partnerships-ep-5" class="info__link" target="_self"> <img src="/contentimage/CBP/BP4-June23.jpg" class="info__graphic"> </a> <a href="/miccontent/show/id/pp-2023-05-bp-nonprofit-partnerships-ep-5" class="info__link" target="_self"> <h5 class='info__title'><span style="color:#00a651">Watch:</span> 5 Ways to Power Partnerships with Nonprofits</h5> <div class='info__body'></div> </a> </div> </div> </div> </div> </section>  <a id="insights" style="scroll-margin-top:71px;"></a>  <style type="text/css"> @media screen and (max-width: 1275px) { .hide_sec_background{ background: none!important; } } </style>   <section class="sec bg-light" > <div class='container'> <div id="brandpurpose-chan-gofurther-intro" class='info '> <div class='info__body'><div class="row"> <div class="col"> <h3>Go Further</h3> <h6>With the latest purpose insights from the <a href="/mkc">ANA Marketing Knowledge Center</a>.</h6> <hr style="border: 0; height: 1px; background-color: #111111;" /></div> </div></div> </div> <div class="row"> <div class='col-md-6 pt-3 pb-3'> <div id="" class="latestpublicationslist " data-limit="1" data-type="Array" data-seg=""> <div class='info content'> <a href="/magazines/show/id/forward-2024-12-rab-humanity-matters" 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It is also a respite and a source of information and entertainment. The connection it makes with listeners is deeply human — a quality best not overlooked as marketers enter the age of artificial intelligence. </div> </a> </div> </div> </div> <div class='col-md-3 pt-3 pb-3'> <div id="" class="latestpublicationslist " data-limit="3" data-type="Array" data-seg=""> <div class='info content'> <a href="/magazines/show/id/news-2024-12-walmart-accessibility" class="info__link"> <img src="/contentimage/mic/Newsstand/news-2024-12-walmart-accessibility-4.jpg" class="info__graphic content__graphic"> </a> <h6 class="category text-success"><a href="/miccategory/index/id/marketing-news">Marketing News</a></h6> <a href="/magazines/show/id/news-2024-12-walmart-accessibility" class="info__link"> <h5 class='info__title content__title'>Walmart Rolls Out App to Aid Blind Shoppers</h5> <p class="author"> by <b>Matthew Schwartz</b>, 1 week ago </p> </a> </div> <div class='info content'> <a href="/miccontent/show/id/ii-2024-12-brand-purpose-learnings" class="info__link"> 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