Beyond Profit Podcast

Beyond Profit Podcast

By Association of National AdvertisersBusinessMarketing
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Beyond Profit Podcast episodes

  • Finding Purpose in Life and in Marketing
    Branding expert Jay Mandel says marketing and life have a lot in common. The age-old rules don’t apply anymore, nor does the notion of following a granular path. To unlock authentic potential, he says, you must look beyond what’s inherently visible and break free from the expectations of others.
     
    It was that mindset that helped Jay find authenticity, purpose, and personal fulfillment, both in marketing and in life. And it’s a message that he willingly shares as a business owner, consultant, professor, and author, including in his new book Brand Strategy in Three Steps: A Purpose-Driven Approach to Branding.
    For Jay, self-discovery is the first step toward establishing one’s brand, driving purpose initiatives, and creating movements. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Jay joins host Ken Beaulieu to discuss his own transformative journey, ways to find purpose in the workplace, how to design a purposeful roadmap for marketing, and more.
    35 min
  • A Purposeful Approach to Legacy Building
    Building an enduring brand in a world that seeks overnight success and instant gratification is not for the faint of heart. It requires leaders with long-term ambitions who can stare down market disruptions, generational shifts, and other challenges. And in doing so, they are building their own modern legacies that they hope will stand the test of time.
    Mark Miller is at the forefront of legacy building with purpose at the core. As founder of The Legacy Lab, an award-winning research lab and strategic consultancy, he helps business leaders identify and define their career ambitions and write history.
    Miller has spent years exploring the minds and methods of legacy leaders across a wide range of industries, which are captured in his book Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World, coauthored by Lucas Conley. A Washington Post bestseller, Legacy in the Making codifies the behaviors of brands that stay vibrant over time.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Miller, who also serves as chief strategy officer for the branding agency Team One, joins host Ken Beaulieu to discuss the key attributes of legacy builders, why having a long-term view is critical, why brands should focus on being unique, and much more.
    31 min
  • Making History of the Black Experience
    The mission of BROWNBAYLOR, a creative strategy and marketing agency, is as purposeful as it is noble: To make history by curating experiences that matter.
    There may be no better example of this mission at play than “Hidden in Plain Site,” a virtual reality exploration of the Black experience throughout history in Richmond and Roanoke, Virginia. Produced by BROWNBAYLOR, Feedback, and Root VR, the project highlights important sites that don’t have monuments, that exist around corners and often under your feet. The goal is to change how residents and visitors alike see, experience, and understand the two cities.
    As founder and CEO of BrownBaylor, Dontrese Brown has long developed and delivered narratives that make history for clients, improve local communities, and serve youth. He believes strongly that history, however ugly, must be acknowledged, and that the stories of the past must be told to ensure a better future.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Dontrese joins host Ken Beaulieu to discuss Hidden in Plain Site, his advice to business leaders and marketers about taking on purposeful projects, creating an inclusive workplace culture, and more.
    39 min
  • Crayola: An Original Purpose Brand
    For more than 100 years, Crayola has inspired children to explore, play, pretend, and dream while helping parents and educators raise creatively alive kids. From its humble beginnings as a maker of affordable wax crayons, the Crayola brand has since grown its product portfolio to include art tools, crafting activities, and toys.
     
    In offering innovative ways to use color to create everything imaginable, Crayola has tapped into the hearts and minds of children in a meaningful way and reaffirmed what it means to be a purpose-driven brand.
     
    In this episode of Beyond Profit, recorded at the 2023 ANA Masters of Marketing Conference this past October, host Ken Beaulieu caught up with Vicky Lozano, EVP of marketing at Crayola, to learn more about the brand’s embrace of purpose, how it authentically connects with targeted audiences and drives marketing success, why she considers innovation a team sport, and more.
    21 min
  • Defending Values with Conviction
    The core values that a company or brand stands for extend well beyond inspirational words on a wall. To customers, employees, and other stakeholders, values are meant to shape an organization’s culture, define its identity, and serve a higher purpose than any product or service.
     
    And in challenging times, having the courage to defend those values with conviction can give a business the credibility and momentum it needs to win favor with stakeholders and distance itself from competitors. Unfortunately, as we’ve seen, when brands come under fire, they often lose sight of their values, rendering them meaningless amid the excuse-making and backpedaling.
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Kelly O’Keefe, founding partner of Brand Federation, joins host Ken Beaulieu to discuss the importance of values, how to defend them, and the power they yield in great marketing.
    32 min
  • Separating Fact from Fiction about Purposeful Brands
    Defining a brand’s purpose, and acting on it successfully, isn’t easy. But done right, it can transform a business, from boosting innovation and employee engagement to driving brand loyalty and growth. Purpose can also help crystalize and advance sustainability strategy and ESG programs, while giving a business the license to engage on social issues.
     
    In the new book Purposeful Brands: How purpose and sustainability drive brand value and positive change, author Sandy Skees maintains that purpose is a vision for protecting, nurturing, or restoring the commons. In fact, as she writes, “When you think about the sheer scale of all the dimensions of a corporation, and how they can be deployed toward preserving the planet and society alongside delivering business value, then you clearly understand purpose.”
     
    But how do you reach that level of deep understanding? How do you avoid the common misperceptions about purpose? In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Sandy Skees addressed these critical questions and others with host Ken Beaulieu. In addition to being an author, speaker, and strategic advisor, Sandy is the EVP of purpose and impact global lead at Porter Novelli, a global purpose communications consultancy.
    33 min
  • The Time Is Now for Solutionists
    Climate change. Poverty. Inequality. Water scarcity. Food insecurity. The list of unsolved problems and emergencies in the world today is alarmingly long. And while there are no easy solutions, burying our heads in the sand to these dangerous trends will only exacerbate the issues.
    In her book The Solutionists: How Businesses Can Fix the Future, author Solitaire Townsend calls on entrepreneurs, CEOs, activists, and other leaders to take personal ownership of the crises plaguing the planet and society, especially climate change. In doing so, she writes, business can create transformative change worth trillions of dollars while driving innovation and growth. Moreover, she argues, by fixing the harms that progress unleashed, “we’ll kickstart a solutions revolution that will propel human wellbeing, equity, and experience to a future worth living in.”
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu welcomes Solitaire, cofounder of the international change agency Futerra and its chief solutionist, to discuss her book and the key learnings for the marketing community.
    35 min
  • Aligning Purpose with Sustainability and ESG

    In its latest State of Purpose report, the creative idea company Barkley provides a rich trove of new research and insights to validate three key points:

    • That purpose still drives sustainable growth even amid inflation.
    • That ESG remains important for most consumers.
    • And that the majority of employees want to work for values-led companies.

     

    Among the notable research findings, more than 65 percent of consumers said they want to buy sustainable products, and 94 percent said supporting ESG brands is as important or more important now than 12 months ago. Additionally, 78 percent of employees said it is important to them that the values of an organization align with their personal values, such as inspiring a sense of belonging and creating a supportive, collaborative work environment.

     

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Lindsey DeWitte, president of public relations and EVP of purpose and sustainability at Barkley, joined host Ken Beaulieu to discuss the survey findings in more detail, including whether business leaders now embrace purpose as a growth driver.

     

    35 min
  • An Appeal to Tear the Paper Ceiling

    For more than 70 million workers in the U.S. without a bachelor’s degree, the opportunity for upward economic mobility is often a monumental challenge. And at a time when many businesses are clamoring to acquire top talent, workers who are skilled through alternative routes, or STARS, are being outright ignored for higher-wage jobs.

    This so-called “paper ceiling” disproportionately affects 66 percent of rural workers, 61 percent of veterans, 61 percent of blacks, and 55 percent of Hispanics. Over the past 40 years, the wage gap between STARS and workers with a bachelor’s degree has doubled.

    In 2022, to help STARS break through the invisible barrier that comes at every turn, The Ad Council and Opportunity@Work launched the “Tear the Paper Ceiling” campaign. Supported by numerous national organizations, the integrated campaign calls on businesses and decision-makers to remove the obstacles blocking 50 percent of workers in the U.S. from landing high-paying jobs.

    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu discusses the campaign with Kenny Nguyen, CEO and cofounder of the agency ThreeSixtyEight, which designed and built TearthePaperCeiling.org. The award-winning website features the voices and stories of real STARS in various industries and provides resources and tools for employers to get started with skills-based hiring practices in their organization.

    30 min
  • How AI Can Cultivate Empathy
    Does the world need a major empathy upgrade? Minter Dial believes so. The highly acclaimed speaker and award-winning author says that while empathy can be perceived as weakness, it just may be the biggest untapped lever for productivity, customer loyalty, and long-term profitability.
    But here’s where things get especially interesting: In Minter’s latest book, Heartificial Empathy: Putting Heart Into Business and Artificial Intelligence, Minter argues that injecting empathy into a machine can also be a game-changer for business, especially with customer-facing communications. And in seeking to reproduce our brain, he writes, AI will affect our behaviors, emotions, attention, and more. Are you ready for empathic machines?
    In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose,
    Minter joins host Ken Beaulieu to discuss why the world needs to invest in and cultivate empathy and the role artificial empathy can play in overcoming the threats in business and in society at large.
    39 min

About Beyond Profit Podcast

From the publisher's feed

A podcast of the ANA Center for Brand Purpose, Beyond Profit serves up inspirational and insightful interviews with today’s foremost leaders in the purpose movement.