PROGRAM

CD-1 Brand Purpose in Action: How Far Should Companies Go?

This session is designed for executives and managers at companies struggling with purpose implementation—such as those who “have established a purpose but are having trouble embedding it throughout the organization” or those who “prioritized products and services over purpose.” After examining the current trends and explaining why the implementation of purpose is such a critical issue right now, we will discuss how to weave together the relationship between purpose and customer experience—and what is necessary to achieve that. Drawing on real-world examples from various companies, we’ll present success stories and challenges categorized by organizational type and stage of development. We hope to share firsthand accounts of what actually happened on the front lines of customer experience before and after implementation, as well as the key points that connect the two!

• Moderator

  

  Mihoko Nishii

  DENTSU INC.

  Marketing Department 6　Senior Branding Director

  

• 

  Shinya Inoue

  SBC Medical Group Inc.

  CMO

  

• 

  Sachio Yonebayashi

  Kao Corporation

  Director, Global Consumer Insights, Marketing Innovation Center

  

• 

  Taizo Meio

  KOSÉ Corporation

  Executive Officer DECORTÉ Division Director