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Wednesday, July 20 • 1:30pm - 2:00pm
Presentation: Brand Purpose: How to Avoid “Purpose Washing”

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As the immense focus on the brand purpose grows, organizations can easily get swept up into the tide of “Purpose Washing” and fail to really articulate their core purpose and mission.
  • Define what purpose washing is and how it can happen even with good intentions
  • Describe how to clearly articulate the purpose and mission internally as well as externally to consumers and shareholders
  • Establish some principles to follow and ways to avoid purpose washing

avatar for Anthony Farina

Anthony Farina

Chief Corporate Affairs & Communications Officer/Global Brand & Reputation Leader, CSL Behring
Anthony is globally recognized as an innovative and results-oriented strategic communications leader with an established record of developing and leading creative, high-performance global teams that deliver against business objectives. He has held a range of progressive leadership... Read More →

Wednesday July 20, 2022 1:30pm - 2:00pm EDT