Oberlands Path to Purpose Blog Post Paper

Instruction:Share your personal views on the organization and/or topics and describe what you learned. For
example, you could write about an organization’s culture, structure, work processes, or
communications initiatives or a guest speaker’s discipline. Was there anything that you found
surprising or different than you expected? Might this impact a future career direction?
Write a blog post, no more than 500 words.
Oberland: an agency for purpose driven brands
https://www.thisisoberland.com/#we-believe
Speaker notes from Oberland’s CEO Bill Oberlander:
• Unique selling proposition
o Differentiation strategy
o Exclude a lot of people
• Unified value proposition
o All the people involved
o RTB – reasons to believe
• The path to purpose
o Sponsorship (checkbook philanthropy)
▪ A company paying to put their logo in the event/product
▪ Not that committed to the causes
o Corporate social responsibility (CSR)
▪ Companies talk about their commitment to sustainability, inclusion…
o Cause marketing
▪ Advertising the causes into the public space
▪ Pay a little bit extra / round up your purchase to donate to xxx
▪ Make the profiting company look good, make the nonprofit earn
money
o Issue campaigning
▪ A company stand on an issue without asking for money
▪ Patagonia
o Purpose driven brands
▪ Brands that are purpose driven but live inside company that is not
purpose driven
▪ Ben & Jerry’s
o Purpose driven businesses
▪ Companies founded with purpose in mind