Purpose Transformation: Building Brands That Stand Firm in Uncertain Times
Session Overview
Over the past decade, many companies have achieved remarkable growth through digital transformation and AI. However, at the same time, many organizations are experiencing weakened internal cohesion and a fading sense of meaning within their work.
As technology and data become increasingly advanced, the key question for brands today is: what truly differentiates a brand in the AI era?
Through examples such as Nespresso, Dove, and the “119REO” project, this session explores how brands can create sustainable differentiation and long-term growth when purpose becomes a guiding principle for decision-making. Purpose is no longer just a slogan — it becomes a strategic foundation that influences both customer experience and internal organizational engagement.
In an age where AI optimizes execution, the role of human leadership in defining direction becomes even more critical. This session will present practical frameworks for organizations seeking to implement purpose-driven strategies and achieve sustainable brand growth through Purpose Transformation.
Speaker
With more than 20 years of experience at global companies including Unilever and Samsung Electronics, he has driven brand growth across diverse industries. At Nespresso, he focuses on designing brand stories that connect sustainability, lifestyle, and customer experience, ensuring that corporate purpose becomes part of consumers’ everyday lives.