Session Name

The Chicken or the Egg: Does a Category Drive Purpose or Does Purpose Transcend Categories?
Featuring DEANNA BRATTER, head of sustainable development, Danone, TERRY BALLUCK, director, global external communications, Kimberly-Clark, and VIVEK BAPAT, SVP marketing, purpose and sustainability, SAP
Moderator: TOM FOSTER, Editor-at-large, INC


Three industry rock stars break down brand purpose from the perspectives of three very distinct categories. From the role of category dynamics in driving purpose to purpose’s ability to define – or expand – the competitive set, this is one thought-provoking panel session you won’t want to miss.

Terry Balluck - Kimberly -Clark
Deanna Bratter - Danone
Vivek Bapat - SAP
12:40 PM - 1:05 PM (EDT)