Jim Stengel

#413: How to Build Brand Purpose & Profits With Your Business Storytelling

#413: How to Build Brand Purpose & Profits With Your Business Storytelling

Do you run a brand that has established and delivers on a powerful brand purpose?

If so, then you’re in a good place because studies indicate that up to 80 percent of consumers want to buy from a brand that stands for something bigger than just the product or service it sells.

But many companies with big brand ambitions fall short because they fail to align their values and beliefs with what their customers believe in and value.

In fact, there are three primary factors that derail even the best of intentions when building on brand purpose.

We’ll explore the activities that trip up the best of intentions today with  Jim Stengel, President/CEO of The Jim Stengel Company.

A prolific writer, thought leader and advisor, Jim is the author of Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, and Unleashing the Innovators: How Mature Companies Find New Life with Startups.

He is also host of the highly acclaimed The CMO Podcast, an Adjunct Professor at Kellogg Northwestern, and an investor and Board member at BERA.

Jim is widely known for his leadership in the brand-purpose movement, and for his commitment to building leading-edge marketing capabilities.

In 2011, he was named to the first-ever Fortune® Executive Dream Team, has been named multiple times by Advertising Age as the number one “Power Player” in marketing, and is a 2017 American Marketing Association Hall of Fame inductee.

Jim served as Dean of the Young Marketers Academy at the Cannes Lions International Festival of Creativity from 2011-2020, and in 2013 pioneered the CMO Accelerator program at the Cannes Lions Festival. Jim is the former Global Marketing Officer of Procter & Gamble, and a former member of the Board of Directors for AOL and Motorola.

He grew up in Lancaster, Pennsylvania. He holds a BA from Franklin & Marshall College, and an MBA from The Pennsylvania State University, Smeal School of Business. Jim and his wife Kathleen have two children, and split their time between Cincinnati, Ohio and Coronado, California.

Discussed in this episode:

  1. The three things that foil a brand purpose story.
  2. Why measurement is so crucial to an effective brand purpose.
  3. How to effectively reveal, activate and measure your brand purpose.


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