@BIC Lecture Scott Goodson: Brand Purpose

Wed, Oct 28, 2020 - 06:00 PM — Wed, Oct 28, 2020 - 07:00 PM
Event Details


Scott Goodson @BIC Lecture


BIC welcomes StrawberryFrog's Founder and Chairman Scott Goodson for "Brand Purpose," the first @BIC Lecture in our Fall 2020 LEAD IN Series. Scott will expand on his recent Inc. Magazine article, "How does your brand purpose stand up?" which introduces the Purpose Power Index, the world's first empirical study of purpose-based brands with 17,500 responses. Partnering with well-regarded research firm the RepTrak Company, Scott's team at StrawberryFrog has cracked the code on how to measure brand purpose -- finding that purpose does indeed matter to the public, clearly driving behavioral intent.

Fast Company has recognized this as one of the biggest ideas in the world for 2020.

ABOUT the speaker:

Scott Goodson, based in New York, is the founder and CEO of StrawberryFrog, a global cultural movement firm. For 25 years he has helped leaders galvanize people and organizations around shared purpose via Movement Thinking to achieve competitive advantage. He has worked with Google, Emirates Airline, P&G, Truist, Mercedes, and Walmart. He has lectured at Harvard Business School and appeared in The New York Times, The Financial Times, and Harvard Business Review.

His best-selling book, UpRising: How to Build Your Brand and Change the World by Sparking Cultural Movements, articulates five tenets of Movement Marketing, illustrated through case studies that draw upon interviews with over 40 global business leaders. His latest book, Activate Brand Purpose, written with Chip Walker, shows how Movement Thinking transforms leaders and companies in the Purpose Economy. It will be published in early 2021.

Register HERE for Zoom Link. 


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Supercharged by the diverse, dynamic energy of the world's media capital, BIC is both of the moment and about the future. It's a grad program. A think tank. An executive training ground. BIC is where you roll up your sleeves and figure out how communication creates meaning and adds value: to a company, for the consumer, in society. 

Our unique 36-credit, portfolio-driven master's degree program combines theory and practice in an interdisciplinary, multi-tracked curriculum. Who are BICsters? Idea catalysts. Culture creators. Social Do-Gooders. Communication strategists. Creative managers. PR activators. Conceptualizers. Wordsmiths. Designers. Brand galvanizers. Problem solvers. Forward thinkers. Lateral thinkers. Deep thinkers. Non-Bloviators... 

Curious? Explore www.bic-ccny.org and stay in touch! 


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