Update: Summit is postponed

March 6, 2020 | Reputation Institute, along with our partner StrawberryFrog, has made the difficult decision to postpone Decoding Brand Purpose to a later date. Given the uncertain, and evolving, COVID-19 (coronavirus) situation, this decision prioritizes the health and safety of our participants.

Rest assured, Decoding Brand Purpose will occur at a future date this year and will feature an amazing lineup of purposeful presenters and stories, as well as The Purpose Power Index, the empirical study of brand purpose.



The purpose journey...

Purpose is not a marketing buzzword. It’s a critical must-have for every business in 2020, and it can have a measurable impact on your bottom line. Some companies are founded on a purpose, some companies arrive at their purpose in other ways. But clearly, today, all stakeholders are focused on Brand Purpose.

As brand purpose evolves, so too does the momentum of a mainstream global purpose movement. From the Association of National Advertisers naming “brand purpose” the word of 2018 to the Business Roundtable recently declaring that the purpose of a corporation is not just to serve shareholders but “to create value for all our stakeholders.”

A must-attend event...

Be there when the world’s first empirical measure of purpose brands is officially launched. This groundbreaking study names new brand winners and reveals the reasons consumers are rewarding them. Never before has a tool like this been available to leaders like you. 

We've selected some of the world's most well-known, purposeful companies to share their stories. Hear how start-ups exploded in growth because of their purpose-driven messaging. How Big Tech is making an impact with purposeful actions. How luxury brands communicate and deliver on their purpose mission. How ESG activities attract not only consumers but investors. And much more.

Decoding Brand Purpose is proudly brought to you by Reputation Institute in partnership with StrawberryFrog


Thursday, March 12, 2020
Decoding Purpose10:00 AM - 10:10 AM 

We welcome 200+ corporate leaders at this full-day conference where we cover the key aspects of purposeful business, with actionable insights that will drive real, positive change. 

Starting with Purpose10:10 AM - 10:50 AMPanel

For some companies, purpose isn’t an add-on—it’s in their DNA. Hear from the most purposeful companies in the world about how they started with purpose and built their business from there.

Moderator: Ad Age Panelists: Kimberly-Clark, Seventh Generation, Stonyfield, Tom's

Purpose Power Index10:50 AM - 11:20 AMKeynote

Reputation Institute and StrawberryFrog officially launch a breakthrough study measuring how consumers really think and feel about brand purpose. Brand purpose relates to a brand’s mission in society, and the higher order reason to exist beyond making a profit.

Moderator: Inc. Panelists: Reputation Institute. StrawberryFrog

The Power of Pretty11:20 AM - 12:00 PMPanel

This panel explores the role leading luxury brands play in society guided, by their respective corporate purposes. Hear from leading voices in New York and North American luxury brands

Moderator: Pauline Brown Panelists: ReVive Skincare, Veronique Gabai

Investing in Purpose12:00 PM - 12:40 PMPanel

Stakeholders today want to spend their money on purposeful companies. How can you ensure your stakeholders are aware of your business’ ESG-centric activities? What impact has the rise of ESG awareness had on companies?

Moderator: NYSE Panelists: Kellogg's, Northwell Health, United Way Worldwide, USGA

Lunch12:40 PM - 1:40 PMBreak

Take a break! Get outside and enjoy multiple great lunch options in lower Manhattan. VIP Attendees are welcome to join our exclusive lunch held on-site (available to Reputation Institute friends, StrawberryFrog friends, and other select attendees).

Going Beyond Purpose1:40 PM - 2:10 PMKeynote

We look at how one company took their brand purpose and, using modern technology, created a profound movement that transcends standard brand initiatives.

Moderator: Carol Cone Panelists: Aflac, Sproutel

Programming Purpose2:10 PM - 2:40 PMPanel

Leading technology companies are a promoter of societal change. We'll hear from inspiring leaders whose companies are making an impact with purposeful actions that are creating positive changes.

Moderator: PR Week Panelists: IBM, Intel, Facebook, Lenovo

Coffee & Tea2:40 PM - 3:00 PMBreak

Head to the RepTrak lounge for a coffee, tea & chatter.

Merging Purpose3:00 PM - 3:30 PMKeynote

How do you merge two companies with different purposes? We'll hear about the mega-merger of SunTrust and BB&T, and learn how the resulting company, Truist, is moving forward with a singular focus.

Presenter: Truist

Risk and Purpose3:30 PM - 4:00 PMPanel

What’s the inherent risk in having a purpose? What about the risk in not having a purpose? Can risk be measured? We'll look at the quantifiable aspects of risk and purpose to extract lessons.

Moderator: ANA Panelists: Reputation Institute, StrawberryFrog

A Purpose Native4:00 PM - 4:30 PMKeynote

What lessons can be learned from a global environmental nonprofit, operating somewhat outside of normal corporate expectations, on living your purpose? The Nature Conservancy has grown to become one of the most effective and wide-reaching environmental organizations in the world – backed by more than a million members and making an impact in 79 countries. 

Presenter: The Nature Conservancy

Changing Course with Purpose4:30 PM - 5:00 PMPanel

As industries and businesses evolve, how do you ensure your purpose stays relevant? Leaders share their thoughts about how to renew your purpose.

Moderator: PR Week Panelists: Braskem, Citizens Financial Group, The Purpose Institute, TBA

Building a Purpose5:00 PM - 5:15 PM 

In this final session, we'll wrap up the day and send attendees home with some key takeaways.

Agenda is subject to change. This published program reflects latest scheduling


Terry Balluck
Terry Balluck
Global Communications
Steve Barrett
Steve Barrett
PR Week
Editorial Director
Pauline Brown
Pauline Brown
Former Chairman of LVMH, North America
Erin Budde
Erin Budde
United Way Worldwide
SVP, Product Strategy
Carol Cone
Carol Cone
Founder & CEO
Jay Curley
Jay Curley
Ben & Jerry's
Global Head of Integrated Marketing
Elana Drell-Szyfer
Elana Drell-Szyfer
ReVive Skincare
Chief Executive officer
Janeen Driscoll
Janeen Driscoll
Director, Brand Communications
Kristina Drociak
Kristina Drociak
Alan Feldenkis
Alan Feldenkis
The Nature Conservancy
Managing Director, Global Brand Marketing and Strategy
Veronique Gabai
Veronique Gabai
Veronique Gabai
Joshua Golden
Joshua Golden
Ad Age
President & Publisher


The Decoding Brand Purpose event will take place at Convene, located at 225 Liberty Street (2nd floor), in downtown Manhattan's Financial District. Please enter via the Liberty Street building entrance.

Nearby Parking
SP+ Parking
225 Liberty Street
New York, NY 10281

SP+ Parking
250 Vessey Street
New York, NY 10281

Gateway Plaza Garage
339-345 South End Avenue
New York, NY 10280

Nearby Bus Stations
Vessy Street & West Street
South End Avenue & Gateway Plaza
Vessy Street & North End Avenue

Nearby Subway Lines

World Trade Center Station

Fulton Street Station

About Reputation Institute

Reputation Institute helps leaders at the world’s largest companies build credibility with the people that matter most by delivering data-driven insights about how they are truly perceived. We do this with RepTrak®, an unrivaled technology that provides actionable insights encompassing industry, competitors, and company-level analysis. Past and present clients have included Whirlpool, Barnes & Noble, the Estée Lauder Companies, JP Morgan Chase & Co., the LEGO Group, P&G, Cisco, AB inBev, and Telefonica, among many others. For more information, please visit reputationinstitute.com

About StrawberryFrog

Focused on developing and activating purpose brands for over twenty years by means of movement marketing. We activate purpose among employees, establish and transform company culture inside organizations. We are experts in activating purpose among consumers that accelerates a brand’s rise to dominance. For more information, please visit strawberryfrog.com