Episode #148. The technical skill in this episode is brand purpose, providing marketers with the clarity on why their brand exists internally and externally, motivation for the whole organisation to get behind and creating a north star to focus on - whether that's strategic or tactical choices or how to bring this to life.  

Joining Abby is her guest Helen Jeremiah, Global Vice President for Croda, a company that makes specialised ingredients for beauty, personal care, and home care products. Having previously worked at Boots and Walgreen’s Alliance Group, Helen is an experienced marketing leader who has worked across multiple disciplines including marketing, customer strategy, global marketing, global brand marketing, product development, insight and inclusivity. 

In this episode, Helen shares her definition of brand purpose and its significance beyond profit, authenticity, the importance of internal engagement, and agency partnerships to bring to life. 

Plus, her career highs and lows and advice for marketers of tomorrow. 

00:00:00 Welcome and Introduction to Brand Purpose 

00:03:03 Importance of Internal Engagement  

00:04:48 Advice for Redefining Brand Purpose  

00:07:08 Aligning Brand Purpose with Values  

00:09:22 Multifaceted Nature of Brand Purpose  

00:10:21 Stakeholder Engagement for Alignment  

00:13:49 Measuring Brand Purpose Impact  

00:16:43 Internal Perception of Brand Purpose  

00:18:28 Helen’s Personal Drive for Purpose  

00:23:43 Agency Collaboration for Fresh Perspectives  

00:25:49 Career Highs and Lows 

00:31:51 Advice for Future Marketers 

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Helen Jeremiah | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com