Trust is the bedrock of a brand’s value and is built on what customers know, feel, see and hear about an organisation, product or service. In an era of fake news, trust is in short supply and stakeholders are consciously choosing brands for their ‘Corporate Social Responsibility’ (CSR) and ‘Environmental, Social and Governance’ (ESG) credentials. This holistic guide to an ethically managed brand provides strategies for developing a moral advantage. Stronger brands are increasingly benefiting from an altruistic dimension linked to their purpose and values.  Developing a sustainable brand ecosystem enables a self-regulating business model where the organisation is mindful of the impact it has on society. The sustainably managed brand generates its own identified set of standards that resonate with their customers, suppliers and employees. Purpose and values are the essential elements at the heart of a sustainable brand and they define the operating principles that support a framework of performance goals manifested through the product or service experience. This course will provide insights, examples, and practical tips to help you manage your organisation, product or service, into a resilient values-driven brand.

Who should attend?

This course is ideal for marketers, business owners, brand and HR managers who wish to gain a practical understanding of the criteria for developing an ethical and sustainable brand strategy. The agenda provides the tools and learning outcomes to enable delegates to embrace their organisation’s sustainability challenges and integrate them into their purpose, values, and behaviours. The content encourages delegates to identify opportunities that can transform their brand experience while fulfilling their brand’s CSR and ESG goals. Attendees will learn how to audit their existing brand values and recognise the necessary qualities required to guide their product or service to its full authentic potential. The program includes how to use the drivers of employee engagement together with the recognition and reward of staff to grow a healthy culture of brand ambassadors.   

Learning outcomes

  • Criteria of an altruistic brand: Sustainability, Ethics and Authenticity
  • The Moral advantage: Brand Activism, Corporate Social Responsibility, Environmental Social & Governance
  • Brand Strategy: Establishing authentic Purpose, Vision, and Values
  • Living the brand: Values inspired behaviours for culture driven performance
  • Brand Ambassadors: Brand Narrative, Line Managers, Employee Voice, and Brand Integrity
  • Good design: Sustainable brand innovation
  • Implementation: Maintaining Brand Standards with no greenwash, Do’s and Don’ts  

Course Dates

Start Date Duration Location
19 Sep 2022 1d Virtual
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13 Oct 2022 1d Virtual
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08 Nov 2022 1d Virtual
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06 Dec 2022 1d Virtual
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Course Director

Paul Hitchens

Paul Hitchens is the author of three bestselling books on brand management published by Hodder Education: ‘Brand Management – In A Week’, ‘Successful Brand Management’ and ‘Create the Perfect Brand’. He is a Chartered Marketer with an MA in ‘Brands, Communication & Culture’ and has gained over thirty years creative industry experience working both agency and client side for household brand names. Paul regularly commentates on brand reputation issues in industry journals and national newspapers and has contributed to BBC, ITV and Channel5 News. He is a frequent industry speaker and has spoken at ‘The Museum of Brands’, ‘Marketing Week Live’ and gave a TEDx Talk titled ‘Innovate your brand experience through Purpose and Values.’ He has judged the brand category for the CIM Marketing Excellence Awards and often shares his opinions through the CIM Podcast and CIM Exchange.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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