Technology for Empathy: Finding Brand Purpose with-AI Enabled Insight
In a world of increased polarization, people are increasingly turning towards brands to help address the major
challenges of the day by becoming part of the solution – whether it be covid or racial diversity or other related value-driven challenges. Increasingly, it’s no longer enough for brands to provide superior services and products – value-sensitive consumers also expect positive action and “purpose” to “make the world a better place.”
It is a challenging situation for more brands, many of who are tepid about diving into these challenging currents where a misstep can irreparably damage a brand’s reputation and generate a rift with its core consumers. But standing on the sidelines on key issues is often not an option either, as silence is often equated to acquiescence to the status quo.
So what is a brand to do? Thankfully there are emerging frameworks and approaches to proactively measure and manage “brand purpose” informed by social intelligence and advanced analytics provided at the “speed of culture.” These new approaches are generating not only reactive and descriptive analysis of how brand efforts are being perceived, but also enables predictive and prescriptive guidance on how value-sensitive organizations can better navigate proactively.
AI technology and consulting company, Converseon, together with social intelligence company, Linkfluence, and Forrester Research, are providing a complimentary webinar on the emergence of brand purpose measurement, the importance of empathy, and discuss some of the brand leaders and laggards in the space. Converseon will also discuss its new brand purpose measurement framework that is rapidly becoming an essential approach for brands looking to evolve their social listening initiative into this critical area in the new year.
As we head into 2021, there is great expectation that brand purpose is not only here to stay, but will accelerate as brands recognize "purpose" is not only good for business, but it helps meet a new generation of consumer demands empowered through social media.
[Expert Panel] Technology for Empathy: Finding Brand Purpose with AI-Enabled Insight
Date: Monday, November 30th
Time: 9:00am PST / 12:00pm EST / 5:00pm GMT
Duration: 45 minutes
Reserve your spot here: