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Anne Bahr Thompson is an accomplished author and a brand purpose pioneer. In her book, Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit, she deftly laid out the case for purpose and provided valuable insights for how brands can better execute on it. She joined host Mike Berberich in the ANA Studio to discuss how brands are currently failing to meet the moment on the purpose front. The pair discussed how brands are coming up short, practical advice for marketers to navigate the current social climate, and a few brands Anne believes are excelling with purpose right now.

On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger discussed research that shows most consumers will abandon a brand after just two negative experiences.

If you're an ANA Member, you can learn about the cornucopia of "MemBens" (Member Benefits for the uninitiated) at www.ana.net/mem-webinar

The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.

How Brands Are Failing Purpose with Anne Bahr Thompson

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