How to Measure Meaningful Brand Impact With Mitch Oliver, Global Vp of Brand and Purpose at Mars Inc.

The idea of brand purpose is pretty contested within marketing. Critics are claiming that we’ve reached ‘peak purpose’ and are calling for people in advertising to stop trying to save the world and get back to selling stuff. But is this true, or have we actually reached another level of maturity when it comes to purpose? 

With consumers more switched on to social change than ever, marketers have a responsibility to create meaningful impact as well as driving sales. But how do you measure meaningful brand impact? 

Today, Becky Willan is joined by Mitch Oliver, Global VP of Brand and Purpose at Mars Inc – a multinational manufacturer of confectionery, pet food, and other food products and the fourth-largest privately held company in the United States. In this conversation, we’ll be discussing how to translate a business’s purpose into meaningful and measurable brand impact – across different markets, categories and products.