How to measure meaningful brand impact with Mitch Oliver, Global VP of Brand and Purpose at Mars Inc.

The idea of brand purpose is pretty contested within marketing. Critics are claiming that we’ve reached ‘peak purpose’ and are calling for people in advertising to stop trying to save the world and get back to selling stuff. But is this true, or have we actually reached another level of maturity when it comes to purpose? With consumers more switched on to social change than ever, marketers have a responsibility to create meaningful impact as well as driving sales. But how do you measure meaningful brand impact? Today, Becky Willan is joined by Mitch Oliver, Global VP of Brand and Purpose at Mars Inc - a multinational manufacturer of confectionery, pet food, and other food products and the fourth-largest privately held company in the United States. In this conversation, we’ll be discussing how to translate a business’s purpose into meaningful and measurable brand impact - across different markets, categories and products.Do you want to learn how to build a purpose-driven business from Given, the consultancy that’s helped some of the world's largest organisations become purposeful? Download the Insiders’ Guide to Purpose HERE.Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Om Podcasten

Talent and customers choose companies with purpose over those who only prioritise profit. Businesses must step up or get left behind. But where to start? Purposing speaks with leaders from some of the world’s most recognised brands to discover how they built purpose into their businesses. Join CEO of Given Agency, Becky Willan and a host of guests as they demystify this misunderstood topic into clear, actionable advice you can use in your own business. Why did John Lewis Partnership modernise their purpose in the midst of a global pandemic? How did The Body Shop make their purpose matter to everyone in their business? What are Lloyds Banking Group doing to make decisions differently, to help Britain prosper? All this and more on this season of Purposing.