An invitation-only event in collaboration with the US-based Siegel + Gale A seminar on the "The Future of Branding" was held online

On Thursday, December 7, Gramco, in collaboration with its US partner Siegel + Gale, hosted an invitation-only event titled "Future of Branding." Like the previous session, this event was held in the form of a webinar.
While more companies are growing their businesses through a sense of purpose, others are not achieving tangible results. Therefore, the topic of this year's presentation was "The Purpose Permeation Program: What to do to achieve the best results."
Gretchen Huestis, Group Director for Brand-Led Change at Siegel + Gale, explained what constitutes a strong purpose, its role, and what is needed to instill it, using actual case studies from her extensive experience in branding.
In the panel discussion, Gretchen Huestis was joined by Gramco Representative Atsuro Yamada and Jason Cieslak, President of Pacific Rim at Siegel + Gale, to discuss the issues of purpose for Japanese companies, examples of failed attempts at purpose branding, and the future of purpose, which is sometimes seen as a passing trend. They also discussed the relationship between the SDGs and purpose.
During the Q&A session, the audience showed strong interest, with expert questions from those responsible for branding in the field.