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Inspire Breakfast - I’m Bored of Brand Purpose:Why ‘Good’ isn’t Good Enough

The Marketing Academy - Inspire

Thursday, 19 October 2017 from 08:15 to 10:00 (BST)

Inspire Breakfast - I’m Bored of Brand Purpose:Why...

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Ticket Type Sales End Price Fee Quantity
Inspire Breakfast - Bored of Brand Purpose 10 Sep 2017 £25.00 £2.14

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I’m Bored of Brand Purpose: Why ‘Good’ isn’t Good Enough

There’s been a lot of talk about how important it is for brands to have a purpose beyond profit. Millions are spent finding meaning beyond the mundane, only to find that having a ‘why’ isn’t having the desired effect, and doing good isn’t enough to do well. 

But while big brands have been mostly talking, a growing number of mission-led startups have been doing—aligning commercial, customer and social value, and challenging industry incumbents as a result. There’s a lot they can teach us. To learn from them, rather than lose to them, we’ll discuss:

What does’ 'brand purpose' even mean, anyway?

How do mission-led startups get it right?

How can you adapt their approach to a corporate setting?

Please note: We have a maximum of 5 tickets per company policy.

Daianna Karaian

About Daianna Karaian

Daianna is the founder of Thoughtful Works, a global creative guild that brings top marketing talent together with mission-led startups 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 startups, client-side and agency, with brands like IKEA, Lego, M&S, Unilever and Pearson… and been an advisor to Prince Charles, too.

She was awarded a Marketing Academy scholarship in 2012, and her work won a Cannes Lion Award in 2013, an IPA Effectiveness Award in 2014, and the Marketing Society Grand Prix in 2015. She's on the advisory board of tech startup Stuffstr, has served on the D&AD Pencil jury, teaches courses for D&AD and Year Here, and is a mentor for Year Here, Google and Merlin’s Apprentice. She is the Editor of Thoughtful Magazine, has written for The Economist, Quartz and Courier, and has been written about in The Guardian, The Huffington Post, The Memo, Positive News and PSFK.

We recommend you book quickly as there are only 30 places available at just £25 a ticket. 100% of proceeds from Inspire are donated to the Marketing Academy Apprenticeship programme – a scheme run in partnership with The Prince’s Trust for 18-24 year olds who are not currently in employment, education or training. You can find out more here:

Cancellation Policy

As the event is for a limited number of people we would appreciate if you could cancel your place if you are no longer able to attend. Refunds will only be available if you cancel 48 hours before the event.

The Inspire Breakfast series is proudly sponsored by:

Do you have questions about Inspire Breakfast - I’m Bored of Brand Purpose:Why ‘Good’ isn’t Good Enough? Contact The Marketing Academy - Inspire

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When & Where

12 Soho Square
W1D 3QF London
United Kingdom

Thursday, 19 October 2017 from 08:15 to 10:00 (BST)

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The Marketing Academy - Inspire

Inspire is about learning from the best marketing minds of this generation, to support The Marketing Academy’s budding apprentices of the next. These one-of-a-kind charitable and learning events are directing proceeds to support The Marketing Academy’s Merlin Apprenticeship £1million Fund: a life-changing initiative empowering young people in the UK to gain work experience, training and qualifications that may otherwise be unattainable. More information about the Apprenticeship can be found here:


The Marketing Academy was founded in February 2010 and provides a unique forum for industry leaders, marketing gurus, academics, entrepreneurs and marketing practitioners to inspire, develop and coach an entire generation of business leaders.


Through a range of free Programmes the Marketing Academy provides world class mentoring, development and coaching from the good and the great of UK businesses. Every mentor, coach and organisation working with The Marketing Academy does so on a voluntary basis.


The Marketing Academy’s Programme include; The Scholarship, The Fellowship, Merlin’s Apprentice and The Merlin Lectures. For more information please visit 

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Inspire Breakfast - I’m Bored of Brand Purpose:Why ‘Good’ isn’t Good Enough
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