Purpose-Driven Marketing: How Your Brand Can Make a Difference

Shahin chat's with Joanne Woo, Global VP, Division Head of Marketing & Communications at ABB about purpose-driven marketing and how brands can be a force for good. From global conglomerates to fast-growing start-ups, Joanne is an award-winning marketer with deep experience building brands.  She is the first Australian to sit on the global leadership team for one of the company’s largest divisions, where she leads a global team of communications experts and oversees the full marketing and communications function across more than 50 countries.  Prior to ABB, Joanne held roles as Vice President, Communications, at GE; Head of Corporate Affairs at Deliveroo; and GM External Communications at Siemens.  Joanne is a fierce advocate for diversity and inclusion, serving as a mentor on the Superstars of STEM program. She is also the Curator for TEDxMelbourne.  The episode covers: What is purpose-driven marketing?How to implement a purpose-driven program.ABB’s Unstoppable - a global campaign.The importance of storytelling. Resources mentioned in this episode: Unstoppable - ABB global campaignThe Power of Vulnerability - Brené BrownSeth Godin _________________ For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/ Miss out on our latest webinar? Listen here: https://xgrowth.com.au/blogs/programmatic-abm/ Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]