Purposeful Brands

Marketing & Communication Series: The Keys to Adapting to New Behavior and Values

Purposeful Brands

15 de junio de 2021


It is paradoxical that, while there is ample evidence that globalization and capitalism have helped destroy poverty in the world, trust in brands and companies is on the ground. Many citizens look at them with skepticism and as a cause of their problems, not as part of the solution.

At the same time, there is evidence that sales elasticity to conventional advertising spending has decreased in recent decades. Some marketing departments stick to traditional branding strategies. Others have opted for new media or new creative paths, trying to hyper-segment and trying to reach customers with a new language. In many cases, however, the brand equity has been eroded.

At a higher level in the marketing department, many companies have embraced the stakeholder theory and understand that the pursuit of profit should not be the only objective. As a result, CSR has been entering the conversations of many boards of directors and management committees, although, in many cases, opportunistically or defensively.

The recent update of the Business Roundtable's "statement on the purpose of a corporation" reflects a gradual but profound shift in the consciousness of top management. We see more and more companies taking seriously having a positive impact on society. Some go from -simply- investing in a set of social initiatives to seek a social purpose intimately linked to everything they do.

It is in these companies where the brand cannot be left out. A brand with purpose is not a brand that uses some social initiatives to guide its marketing and / or communication. It is a brand whose identity is inseparable from a social purpose.

 In this session, we will discuss what a purposeful brand is and whether embracing this concept makes sense for any company and, if it does, how to build it.

Prof. CB Bhattacharya, H.J. Zoffer Chair in Sustainability and Ethics at the Katz Graduate School of Business, University of Pittsburgh
Malena Cutuli, AVP Global Communications-Food, Nestlé
Prof. Julián Villanueva, Marketing, IESE Business School


  • Julián Villanueva es Profesor Ordinario del departamento de Dirección Comercial. Cuenta con un Ph.D. in Management (Marketing) de la University of California, Los Ángeles, un MBA del IESE y una Licenciatura en Económicas y Empresariales de la Universidad Complutense de Madrid. Su trabajo de investigación se centra en el área del capital cliente, especialmente en el desarrollo de modelos capaces de cuantificar y gestionar el total descontado de los cash-flows de los clientes de una empresa. Además, también le interesa el marketing digital, la venta al público, la gestión de la fuerza de ventas y la relación entre el gasto en marketing y su efecto a largo plazo.

    Sus investigaciones se han publicado en el Journal of Marketing Research y en el Journal of Marketing and Quantitative Marketing and Economics, entre otras. Es también autor de varios libros y más de cincuenta casos y notas técnicas. Dos de sus casos están incluidos en la Harvard Business School Premier Case Collection. Asimismo, ha impartido clases de formación para directivos en el CEIBS (China), la Nile University (Egipto), INALDE (Colombia), IPADE (Méjico), IDE (Ecuador), PAD (Perú) e IEEM (Uruguay).

    El profesor Villanueva se incorporó al IESE en 1997 como profesor del Departamento de Dirección Comercial. Antes de cursar el MBA, trabajó para Promodès (actualmente, Carrefour) como jefe de producto en el departamento de marca blanca. Ha sido consultor de muchas empresas, como Telefónica, Grupo Santander, Bankinter, Caprabo, Eroski, Antonio Puig, Mastercard, Nestlé y Nabisco. Sus proyectos como consultor han sido muy variados, e incluían estudios de mercado, cuadros de mando de marketing, segmentación de clientes, recomendaciones de posicionamiento, expansión internacional y estrategia de marketing general. Asimismo, ha sido miembro del consejo de administración de varias empresas.

    Professor de Dirección Comercial

  • H.J. Zoffer Chair in Sustainability and Ethics at the Katz Graduate School of Business, University of Pittsburgh.
    Professor of Marketing and Management.

    He has published over 100 articles and has over 35,000 citations per Google Scholar. His latest book entitled Small Actions Big Difference: Leveraging Corporate Sustainability to Drive Business and Societal Value was published by Routledge in 2019.  He is co-author of the book Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value and co-editor of the book Global Challenges in Responsible Business, both published by Cambridge University Press. He also co-authored Why Do Boycotts Sometimes Increase Sales? Consumer Activism in the Age of Political Polarization with Michael Neureiter, which is published in Business Horizons.

    Prof. Bhattacharya is the founder of the Center for Sustainable Business as well as the ESMT Sustainable Business Roundtable, a forum with more than 25 multinational members, aimed at discussing opportunities and challenges in mainstreaming sustainability practices within organizations. In 2007 he started the Stakeholder Marketing Consortium with support from the Aspen Institute.

    Prof. Bhattacharya is part of a select group of faculty that has been named twice to Business Week?s Outstanding Faculty list. He has been recognized by both Thomson Reuters and Google Scholar as one of the top cited scholars in his field. He has won several best paper awards, teaching awards and research prizes. He was also a finalist for the Aspen Institute?s Faculty Pioneer Award in 2007. In addition, he received the Emory Williams Distinguished Teaching Award in 1995, the highest teaching award at Emory University.

    He received his PhD in Marketing from the Wharton School of the University of Pennsylvania in 1993, his MBA from the Indian Institute of Management in 1984 and his Bachelors (with Honors in Economics) from St. Stephens College, Delhi in 1982. Before joining ESMT in 2009, he was the Everett W. Lord Distinguished Scholar and Professor of Marketing at the School of Management at Boston University. Before joining Boston University, he was on the faculty at the Goizueta Business School, Emory University. Prior to his PhD, he worked for three years as a Product Manager in Reckitt Benckiser plc.

    Prof. Bhattacharya has conducted research and consulted for many organizations such as Allianz, AT&T, Bosch, Eli Lilly, E.ON, General Mills, Green Mountain Coffee, High Museum of Art, Hitachi Corporation, Procter & Gamble Company, Prudential Bank, Timberland and Unilever. As an expert in corporate responsibility and sustainability, he is often interviewed and quoted in publications such as Business Week, BBC, Forbes, Financial Times, Newsweek, The New York Times and The Economist and on TV stations such as Times Now, CBS and PBS. He frequently delivers keynote speeches or brings in his insights as a panelist at company, industry, and academic conferences and conventions.

    Foto 435x384-bhattacharya.jpg

    CB Bhattacharya

  • AVP Global Communications-Food, Nestlé.

    Award-winning Chief Marketing Officer with proven success leading top companies to achieve meaningful progress in marketing, brand, content and communications. Often hired as a panelist and subject matter expert on Marketing Management, Revenue Generation, Business Planning, Content Development, Brand Purpose, Sustainability, Integrated Marketing, and Advertising.


    Malena Cutuli

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