How to build a brand with real purpose, with Bronwen Foster-Butler, CMO of Finisterre

In this webinar, Bronwen Foster-Butler, CMO of Finisterre, joined us to talk about what brand purpose actually means in practice, how it went so wrong in 2018, and what a more grounded, commercial version of it looks like today.Bronwen is one of the clearest thinkers on this topic we've had on the podcast. She doesn't shy away from the messy parts, the pressure to chase growth at the expense of meaning, the difficulty of advocating for purpose inside cautious organisations, and what it really takes to build a business where purpose shapes decisions rather than just decorates them.Key topics include:- Why brand purpose 1.0 collapsed and what the Pepsi/Kendall Jenner ad revealed about where it went wrong- How Finisterre's theory of change connects their purpose to real business decisions- Why purpose isn't purpose unless it costs you something- How to advocate for purpose inside a large or cautious organisation without alienating colleagues- The difference between internal and external marketing and why internal comes first- What Bronwyn's biggest leadership mistake taught her about ego, confidence, and showing up for your teamTimestamps:00:00 - Introduction04:30 - Quickfire round14:20 - Internal vs external marketing22:10 - Purpose 1.0 and where it went wrong34:00 - Purpose 2.0 in practice44:15 - How to advocate for purpose at work52:30 - Community questions58:00 - Biggest leadership mistake?01:08:00 - Question for the next guest______________________________Big thanks to Weglot for sponsoring this episode.