The Value of Brand in Driving Purpose

As market realities and consumer attitudes shift and evolve, often at breakneck speed, businesses that remain adaptable, and never lose sight of the brand’s heritage and true purpose, can deliver bottom-line growth, even in times of economic uncertainty. It’s an argument that is not lost on Alison Clark. The brand management and marketing expert, who has worked for both for-profit and nonprofit organizations, has a long history of employing what she calls “structured flexibility” to drive sustained brand awareness, ensure brand health, and achieve targeted outcomes. Most recently, as a senior director at United Services Organizations, she led a successful, enterprise-wide brand transformation to drive the nonprofit’s mission, reach new generations of donors, and build a future-ready revenue stream. In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose , Alison joins host Ken Beaulieu to discuss the importance of brand and its alignment with purpose, her great work at the USO and the lessons learned, and whether the ideals of brand purpose are still relevant today.

You can listen to The Value of Brand in Driving Purpose online on Radio and Podcast. Open the player on this page to stream the available audio.

The Value of Brand in Driving Purpose is an episode from Beyond Profit Podcast by Association of National Advertisers.

This episode is 0:22:29 long.

This episode was published on Dec 24, 2024.

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