101: Building a brand purpose

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This ISBA 101 session explores what brand purpose really is — and what it isn’t. We’ll examine the difference between brand positioning and brand purpose, why the two are often confused, and which should come first.

Through real-world examples and debate, the session looks at when brand purpose can create genuine connection and long-term value, when it can undermine credibility, and how to decide whether pursuing a purpose is right for your brand, your culture, and your commercial objectives.

What you will learn:

• The difference between positioning and purpose.
• When purpose is appropriate — and when it isn’t.
• Credibility, consistency and cost.
• Avoiding force-fitting purpose.