What Role Does Purpose Play in Building a Brand's Reputation? [Podcast]
The RepTrak Company CEO Kylie Wright-Ford spoke with the Association of National Advertisers' Center for Brand Purpose for an episode of its Beyond Profit podcast.
The conversation covered:
the importance of maintaining a strong brand reputation
how purpose plays into the equation
what marketers can do to build brand trust
About the Association of National Advertisers (ANA)
The ANA’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA’s membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.
About Kylie Wright-Ford
Kylie Wright-Ford is the Chief Executive Officer at The RepTrak Company and is responsible for global leadership and governance. Kylie was previously the Chief Operating and Strategy Officer for World 50, a company that manages private peer communities enabling CEOs and C-level executives from globally respected organizations to stay ahead. Prior to World 50, she was part of the leadership team at New York-based Gerson Lehrman Group (GLG) for seven years. In the early part of her career, Kylie worked in finance for 10 years including eight years with Goldman Sachs JBWere in Australia. She completed her MBA at Oxford University in 2005 and is the co-author of a book about leadership in the fourth industrial revolution, The Leadership Mind Switch. Kylie has lived and worked in Australia and the U.K. before coming to the U.S. She brings a track record of driving significant revenue growth, leading innovation and building great teams in global settings.