The Purpose-led Brand
Playbook

With Alessandro Manfredi
Founder of Ikigai Brand Consulting

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[ Course summary ]

Marketers are operating in the most complex communications environment in history. Brands are under relentless pressure to chase trends, feed algorithms and produce endless content just to stay visible. The result: reactive, fragmented brands that are becoming culturally indistinguishable from one another.

In an era of AI-generated sameness, the brands that survive will be the ones with a point of view.

As the former Global CMO of Dove, Alessandro led the brand repositioning that generated €6 billion in turnover. He's spent his career helping brands find their genuine human tension and make resolving it central to everything: product, communications, culture, and business model.

A purpose-led brand isn't a values statement. It's a business discipline, the clarity and conviction that shapes culture rather than chases it. This CPD-accredited online course is his blueprint for building one.

Not purpose as philanthropy. Not purpose as a one-off campaign or a vague moral position disconnected from the business. Purpose as a competitive advantage.

This course is for marketers, brand strategists, entrepreneurs, and leaders building toward C-suite, MD or GM roles who want brands that outperform and careers that mean something.

4 CPD hours. 5 actionable tools. Certified Entertainment™ you’ll actually want to finish.

[ What you will learn ]

This course teaches you why purpose-led brands are the future, with practical steps on how to pivot to a mission-driven business mindset. Mitigate global risks by building a sustainable brand fit for the future; driving profit alongside positive environmental and social impact. Practical tools on the rationale why, finding and implementing your purpose, and embedding new thinking into your organisation from internships to leadership.

About this course

$499.00
12 lessons
CPD Certified
4 CPD Hours
Purpose-Led Brand Playbook:
5 actionable tools

[ Course Curriculum ]

The Purpose-Led Brand Playbook: designing brands to
deliver exceptional growth with Alessandro Manfredi

Introduction to the The Purpose-Led Brand Playbook with Alessandro Manfredi.

A - The stakeholder capitalism model and what makes it the most attractive approach for the future.
B - Purpose-led brands: definition and difference.
C - How purpose-led brands create a powerful virtuous circle between social impact and commercial success.
D - The three strategic steps for building a successful purpose-led brand.
Module 1 Quiz
Reflection exercise

A - Building bullet proof brand fundamentals
B - Finding the human tension
C - Criteria for a successful purpose
Module 2 Quiz
Reflection exercise

A - Walking the talk within your value chain: what you stop doing
B - Taking meaningful and measurable action
C -Action as a competitive advantage
Module 3 Quiz
Reflection exercise

A - Building powerful storytelling that stands out in culture
B - Building movement
C - Building consistency through brand boundaries
D - Generating & maintaining senior management support

A - Building a purpose-driven action Plan

A - Recapping your journey
B - Takeaways
C - Do Epic Good & further learning
D - Feedback form

[ FAQ ]

Walk into any boardroom conversation about brand strategy with a clear point of view and the framework to back it up. You'll know how to identify the human tension your brand should be resolving, build purpose into your business model rather than bolting it onto your marketing, and make the case for why it drives commercial performance, not just good PR. The kind of thinking that gets noticed in a C-suite, and remembered by clients.

None. If you work in marketing, brand, strategy or leadership, or you're building toward any of those roles, you have everything you need to start. Alessandro builds from first principles, so whether you're new to brand purpose or looking to sharpen what you already know, this course meets you where you are.

Four CPD hours in total, broken into bite-sized modules you can fit around a full working week. No cohort schedule, no deadlines, entirely self-paced, on any device. Most learners finish it faster than they expected. That's the point of Certified Entertainment™.

Yes. A globally recognised CPD certificate is issued on completion, yours to keep, add to your LinkedIn profile, and present to your employer as documented professional development. It doesn't expire and it travels with your career.

Yes - and it lands differently when a whole team does it together. DEG team licences give everyone access, with the DEG Impact Report measuring what actually changes at 3, 6 and 12 months. If you're an L&D director or CMO looking to shift how your team thinks about brand strategy, get in touch to find out more.

If you are part of the team's package, we're offering IRL away days with Alessandro for brands who want to take the work off-screen and into the room. If that's you, register your interest here and we'll be in touch when dates are confirmed.