Masterclass: Brand Purpose that Sells


Daianna Karaian

Speaker: Daianna Karaian

How to build purposeful brands that are commercially successful.

Brand purpose is a hot topic. What does it really mean? Do customers actually care about it? Does it improve business metrics?

When it’s done in a strategic, authentic and insight-driven way, brand purpose can be a powerful way to generate loyalty and advocacy from customers and employees.

This is a hands-on, one-day masterclass on how to build brands that align commercial, customer and social value. It will provide the building blocks for a pragmatic and effective approach to purpose, using frameworks, case studies, individual and group work.

In this workshop, you will focus on:

  • Defining brand purpose;
  • How to establish brand purpose that makes sense for your business;
  • How to make a compelling brand proposition that creates commercial value and makes a positive social impact;
  • How to deliver on the brand purpose across all aspects of the business.

The masterclass is for senior planners, strategists and marketers from agencies as well as client companies.

Participation fee for ACC members is 595€, for non-members 895€ (excl. VAT). A light lunch is included.

Daianna Karaian

Daianna is the founder of Thoughtful Works (, a global creative guild that brings top marketing talent together with mission-led start-ups to make things that make a real difference. For 20 years, she's worked in strategic marketing and social impact with big corporates and small start-ups, client-side and agency, with brands like IKEA, Lego, M&S, Unilever and Pearson. As a brand strategist at EDF Energy, her work won a Cannes Lion Award, IPA Effectiveness Award, and the Marketing Society Grand Prix. She's the Editor of Thoughtful Magazine (, and has been seen in the pages of The Economist, Quartz, The Guardian, Huffington Post, Positive News and PSFK. She’s an alumna of the Kellogg School of Management, London Business School and The Marketing Academy.

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  • Open to all
    • Senior
  • acc Belgium, Sint-Huibrechtsstraat 17 Rue Saint-Hubert, 1150 Brussels, Belgium
  • Members
    595 € + VAT
    895 € + VAT

Cancellation Policy: APG’s Brand Purpose that Sells

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