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