Position: Founder & Creative Director
Company: Porpoise Marketing
Harri Pasanen is a founder and creative director of Porpoise Marketing – a value-based creative agency based in Helsinki.
During his 20 years in the business, Harri has worked for dozens of national and international clients – such as Nissan, IKEA, and Baltic Sea Action Group – in several markets including Finland, Sweden, Norway, Denmark, Estonia, Latvia, and Lithuania.
In his current role, Harri helps companies and organizations become leaders in their field through value-driven marketing communication.
The Future Is Human – How to Build a Purpose Brand in a Digital World
According to studies, a brand with a strong purpose not only benefits society. It also strengthens relationships with consumers, employees, and other stakeholders. This workshop provides hands-on training through case studies, exercises, and discussions on how to build a purpose brand in a digital world and communicate its values effectively.
Part 1: Introduction to Purpose Brands
- What Is a Purpose Brand?
- Why Do Brands Need a Purpose?
- What Makes a Good Purpose?
Part 2: How to Define Your Brand’s Purpose
- How to Create a Cultural Insight?
- How to Create a Brand Insight?
- How Define a Key Message?
Part 3: Communication
- How to Create a Communication Concept?
- How Do We Evaluate the Outcome?
- Case Studies
Part 4: Conversation
The objective of the workshop is to understand what a purpose brand is and how to communicate it effectively.
People who work with brands.