101 - Building a brand purpose and partnership

The media landscape is shifting faster than ever!  In the past it would be that technology and audience engagement were the key drivers for media change, but post pandemic the media options themselves are facing a fundamental shift in their own role in the marketing mix as the UK’s population alters its social, work and living habits.

This fascinating programme of insight sessions provides ISBA members with the opportunity to “deep dive” into key marketing channels.  It’s a chance to adapt your knowledge and to be inspired at this moment of change by the latest thinking and a revisit of the principles of each channel.

With today’s brand savvy consumers having such a plethora of choice, combined with immediate access to brand reviews and information, it’s never been so important to clarify your brand purpose. Brand partnerships can be an excellent way to demonstrate purpose. 

This session will cover:

• Brand positioning v brand purpose  - what’s the difference and which comes first? 
• How to define your brand purpose 
• What is  a brand partnership and what’s the difference between brand partnerships and media partnerships? 
• What objectives are best delivered via brand partnerships. 
• Great examples of both brand purpose and partnerships. 
   

Presenter

Pete Davis MD of www.getmemedia.com. 
Pete is the former media controller of Nestle and has been an ISBA course trainer for over 10 years. Pete’s experience in media and marketing is varied and unique. Working across numerous clients, agencies and media owners, at the last count he has worked on over 800 marketing briefs from the UK Government, Tesco, Direct Line and L’Oreal to start up tech businesses like Rooster Money. Pete was also instrumental in the setting up of ISBA’s networking evenings and Webinar programmes.  His main focus has always been the advertiser and equipping them to make effective decisions in the media landscape.