Best Practices for Purpose-Driven Brands

Socially minded businesses are guided by a mission to create positive change, yet their long-term sustainability relies on more than just good intentions. Just like commercial endeavors, social-impact organizations need solid marketing strategies that cut through the clutter and connect with concrete target markets.


  • Discover the core pillars of effective social marketing strategies
  • Acquire a tactical marketing toolset applicable in diverse contexts
  • Learn how to establish and monitor success metrics to constantly enhance your marketing function
  • Gain fresh insights on creating awareness and engaging audiences through best-in-class examples

The “Social Impact Marketing: Best Practices for Purpose-Driven Brands” program is structured in two days around the following topics:

The Cornerstones of Social Impact Marketing

  • What Is Social Impact and Brand Purpose Marketing?
  • Strategic and Marketing Planning Processes
  • Marketing Planning Pre-Work: Trends, Industry, Competitors and Past Performance Analysis

Understanding Target Personas

  • Consumers, Board Members and Key Intermediaries: Demographics, Psychographics and Behaviors
  • Behavior Insights: Core Motivations

Brand Strategy

  • Market Structures
  • Segmentation
  • Positioning
  • Sources of Volume
  • Customer Journeys and Touchpoints

The Makings of a Brand: Purpose Positioning

  • Brand Purpose Mission
  • Naming and Integrated Marketing Message
  • Iconography/Logos
  • Pricing Strategies
  • Setting Marketing Objectives

Brand Storytelling and Integrated Marketing

Practitioner Panel With Social Impact Thought Leaders, Including:

  • Heidi Arthur, Chief Campaign Development Officer, Ad Council
  • Alain Groenendaal, President, Key Global Accounts, Grey The Pillars of High-Impact Marketing
  • Dan Shannon, Managing Director, Purpose

Creating Buzz Around Your Brand

  • Storytelling and Messaging
  • Creative Briefs and Engaging Hashtags
  • The Pillars of High-Impact Marketing
  • How to Resonate with Target Consumers
  • The Most Buzz-Worthy Campaigns

Students Share & Tell: Real-Life Examples

  • Their Own Social Impact Campaigns
  • Campaigns That Fell Short and Reasons Why

Marketing Tactics: Enriching the Customer Journey

  • Building Awareness
  • Evaluation and Consideration
  • Trial and Adoption
  • Customer Advocacy and Loyalty Strategies

Digital Marketing Integration

  • Digital Marketing: Integration with Traditional Marketing
  • Using Social Media
  • Direct Marketing Tools

Partner Marketing

  • Cost-Effective Partnerships to Reach Targets and Amplify Support
  • The Importance of Ethics and Authenticity
  • Success Metrics and Monitoring

Red Thread: Key Takeaways and What You Can Take Back to the Office

Is This Program Right for You?
The “Social Impact Marketing: Best Practices for Purpose Driven Brands” program is designed for those working in social impact organizations and also those who seek to make social impact a greater focus of their marketing efforts at their companies.

  • Marketing managers, strategists and decision makers
  • Advertising professionals
  • Market research managers
  • Strategists and financial analysts who work with social impact brands
  • Functional specialists who collaborate with marketing departments
  • Consultants who work with social-impact brands companies


  • For-profit companies with social missions or major social impact initiatives
  • Arts
  • Government, Agencies
  • Startups

All learning applies to business to consumer, business to business & non-profits.

The program “Social Impact Marketing: Best Practices for Purpose-Driven Brands” uses active methodologies, based on the case method, a cornerstone of learning at IESE, supported by conferences and panels of experts in the field Its highly practical approach enables participants to easily assimilate and apply key learnings to develop marketing plans that will maximize the return on objectives for social impact business and programs.

In order to benefit fully from the course, reading the academic material that will be provided two weeks prior to the start date is essential.

The faculty of the “Social Impact Marketing: Best Practices for Purpose-Driven Brands” program is made up of:

Michelle Greenwald | IESE Business SchoolMichelle Greenwald (Academic Director)
Principal, AG Consulting
Is a recognized marketing expert, business innovator and author with decades of frontline experience in leading global firms, including Disney, J. Walter Thompson, Pepsico, Mattel and Nestlé. Forbes and are among the high-profile media outlets that have showcased her work.

Practitioner Panel With Social Impact Thought Leaders, Including:

  •  Heidi Arthur, Chief Campaign Development Officer, Ad Council
  • Alain Groenendaal, Principal AG Consulting
  • Dan Shannon, Managing Director, Purpose

Admission Process
The program has a three-step admission process:

  1. Participants must complete and submit the online application.
  2. The Executive Education Department will contact the participant by email to acknowledge receipt of the application. It will also provide information about the program dates, sending of prior study materials and the bank details needed to pay tuition.
  3. The participant pays tuition (payment must be made before the start of the course and before prior study materials are sent). This is an essential prerequisite for participating in the program.


The program fee is tax-exempt and includes academic materials and lunches. It does not include travel or accommodation expenses.

Check the cancellation policy below.

Spaces are limited and filled in strict order of registration.

Do you know about our corporate agreements and fees for multiple registrations? Feel free to ask us.

Arranging Payment
We accept payments by credit card, check or wire. Checks should be made payable to IESE USA Inc. For more payment information, please reference your invoice.

Payment Deadline
After the initial deposit, the balance of the tuition is due no later than 2 months prior to the start of the program.

Cancellation Policy
Cancellations received within 20 days prior to the start of the program are subject to a cancellation fee equivalent to 25% of the program fee. IESE reserves the right to cancel this edition of the program or to change the dates up to 20 days prior to its start. IESE is under no circumstances responsible for travel expenses incurred. Participants should consider travel cancellation coverage in the exceptional event that the program is cancelled or that participants are unable to attend for personal or professional reasons.

Fee Reimbursement
We urge you to explore, and take advantage of, fee reimbursement that some companies offer to their employees. Please contact us if you need assistance coordinating with your company.


November 14-15, 2019


IESE New York
Karen McClellan
+1 (646) 346 8889
How to arrive




  • IESE offers you the opportunity of designing a personalized development plan. With the support of an academic adviser, you will ll select at least four focused programs that address your unique interests and learning objectives. Once completed, you will receive the IESE Executive Education Certificate and become elegible to join IESE’s Alumni Association.

    Contact an adviser – Learn more about our Focused Programs portfolio and the ones that best reflect your development needs.

     Request the Executive Education Certificate – If you have already completed four or more programs and meet the requirements, you can apply for your certificate here.

  • IESE’s Executive Education Certificate offers a series of key benefits:

     Professional guidance with an IESE adviser.

    5% discount on any future focused program.

     Possibility of becoming a member of the Alumni Association, which delivers a broad array of exclusive benefits, ranging from professional support services to access to more than 300 Alumni learning sessions per year. Delivered around the world, sessions are a chance to learn and build your network.

  • To receive the IESE Executive Education Certificate you must meet the following requirements:

    Complete at least four focused programs (in English or Spanish).

    Programs must be completed within three years.

    Programs should amount to a minimum of 13 days of learning. You can view the focused programs calendar here for a list of available programs.


Ranking FT Open Programs

Need more information?

Come visit us and we will answer all of your questions.
Coffee is on us!

IESE Barcelona – – (+34) 93 253 42 00

IESE Madrid – – (+34) 91 211 31 32 / 31 99

IESE Munich – – (+49) (89) 242 097 951

IESE New York – – (+1) (646) 346-8825