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Dream, Do, Dare: Using Brand Mission to Drive Market Opportunity

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Dream, Do, Dare: Using Brand Mission to Drive Market Opportunity

Delivering on your mission as a recipe for success seems obvious. With competing priorities from internal and external stakeholders, however, it isn’t always easy. This webinar, presented by Columbia Business School’s Center on Global Brand Leadership, examines how a focus on mission—and using it to “dream, do, and dare”—can drive brands to be perceived as peerless and priceless.

Columbia Business School adjunct professor JP Kuehlwein and his co-author Wolf Schaefer call such successes “Ueber-Brands”—brands that rise above utility and value and accrue meaning beyond the material. In this webinar, they join leaders from celebrated brands like Ben & Jerry’s to discuss how their brands have ventured to “dream, do, and dare” on important efforts such as sustainability, social justice, and inclusion.

Panelists:
Debra Goetz ’93, Head of Brand Marketing, Nextdoor
Dave Rapaport, Global Social Mission Officer, Ben & Jerry’s
Wolf Schaefer, Founder and CEO, Zwoelf Consulting
Tom Szaky, Founder and CEO, TerraCycle

Moderator:
JP Kuehlwein, Adjunct Assistant Professor, Columbia Business School; Co-founder and Principal, Ueber-Brands