ESOMAR: How to Measure Brand Purpose at the Speed of Culture with Rishad Tobaccowala

On Demand Webinar

In a time of crisis, Brand Purpose has taken center stage. Value-driven consumers are demanding that brands get off the sidelines and answer the question: How are you making the world a better place?

The challenge: you can’t manage what you can’t measure and you can’t measure what you can’t define. This session will provide a new approach that leverages social listening data that enables brands to quantifiably clearly understand, benchmark, and better align with key stakeholders on Brand Purpose initiatives. This session will help insight pros understand:

  • The drivers and evolution of Brand Purpose
  • A comprehensive framework for measuring Brand Purpose and bench-marking performance
  • How to measure Brand Purpose at the “Speed of Culture”

About Rishad Tobaccowala: Rishad Tobaccawala is an author, speaker and advisor with four decades of experience focused on change, innovation and re-invention, and he has recently released a book: Restoring the Soul of Business: Staying Human in the Age of Data.

Rishad is a Senior Advisor to the Publicis Groupe, the world’s third largest communication firm with 80,000 employees serving most recently as its Chief Growth Officer and Chief Strategist.
His keynotes have included Google, Twitter, Facebook, Blue Cross Blue Shield, H&R Block, Walmart and Procter and Gamble, and his clients span established companies and Venture Capital firms.

His key skill is getting people to see, think, and feel differently about how to grow themselves, their teams and their companies, and he does this through communicating in a way that is provocative, pragmatic and inspirational.

He also works closely with leadership of companies to increase productivity by unleashing the potential of the talent. He does so within hours with no need for long winded engagements and costs. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators.”

Rishad has a BS in Mathematics from the University of Bombay and an MBA in Marketing and Finance from the Booth School of Business at the University of Chicago.