Redesigning Brand Purpose
3:30 PM — 4:45 PM
Tuesday 5 June
The Practice of Purpose: Defining the Capabilities Needed to Turn Social Purpose into Growth
Omar Rodriguez-Vila
Assistant Professor, Marketing & Strategy
Scheller College of Business, Georgia Institute of Technology
Sundar Bharadwaj
Coca Cola Company Chair Professor of Marketing
University of Georgia, Terry College of Business
11:00 AM — 12:00 PM
Wednesday 6 June
The Bright Side of the Brand: Going Beyond “Purpose” to Build Brighter Brands and Better Businesses
Tyler Wagner
VP, Client Strategy
thinkPARALLAX
Guusje Bendeler
Co-Founder and Head Strategy & Creative
thinkPARALLAX
9:00 AM — 10:00 AM
Thursday 7 June
How to Define and Activate a Social Purpose: A Practitioners’ Perspective
Coro Strandberg
President
Strandberg Consulting
Abby Brennan
Senior Manager, Purpose Strategy and Activation
PwC
Mary Ellen Schaafsma
Director, Social Innovation and Research
United Way
Tim Faveri
Vice President, Sustainability & Shared Value
Maple Leaf Foods
David Redfern
VPGM Western Canada Aggregates & SVP GVA BC
Lafarge
1:30 PM — 2:45 PM
Thursday 7 June
How A Focus on CSR and ESG Drives Brand Value
Kevin Hagen
VP Environment, Social & Governance (ESG) Strategy
Iron Mountain
Sharon Basel
Senior Manager, Sustainability
General Motors
Kathrin Winkler
Former CSO
Dell EMC
Matt Gardner
Managing Partner
Sustainserv