3% MiniCon: The Rising Power of Brand Purpose
June 6, 2019 • Washington, DC
Thursday, June 6 | 8:15am–6:30pm | George Washington University
Remember when advertising just sold stuff?
Stuck to features and benefits?
Never got political?
THOSE DAYS ARE OVER.
Today, consumers want to know who they’re buying from, not just what they’re buying. They care what causes brands support, how they pay their people, who’s on their board and in their supply chain, and how big their carbon footprint is.
And consumers can smell the difference between authentic brand citizenship and purpose washing.
In an age of unprecedented transparency and real-time consumer feedback, brands face both an opportunity and a risk. In this new landscape, who will win? And what can ad and PR partners do to ensure their clients’ brand messages land and inspire?
Join 3% -- the leader in rethinking creative workplaces – for a day of inspiration, information, and illumination. We’ll feature a mixture of main stage keynotes and panel discussions, plus afternoon breakout sessions, where we’ll tackle important questions like:
- Super Bowl Sunday: how real-time analysis of tweets shows how purpose-driven messaging differs from straight brand messaging.
- When brands lead social conversations, how does that impact awareness of key issues and customer advocacy?
- How can media placement be politicized by consumers to pressure brands away from certain sites or programming?
- How diverse teams are better equipped to drive purpose-driven campaigns.
The 3% team, speakers and some event guests will stay at the Eaton Hotel. Our group discount has expired but rooms are still available. We hope you’ll choose to stay at this location too! See you in Washington DC!
BRING YOURSELF. TAKE SOME NOTES.
Men and women from the worlds of advertising, marketing, PR, tech, nonprofits, and more.
Fellow, Media Director’s Lab, MIT + Head of Youth Engagement + Skills
Global Business Coalition for Education
Thank you to these generous partners for bringing 3% to the nation's Capital.