Within Purpose Haze, Goodson breaks down the intricacies of purpose advertising with some of the most influential C-suite marketing leaders at the forefront of purpose-led advertising.

In this interview, Goodson sits down with Vinoo Vijay, SVP and chief marketing officer for Truist Financial Corporation, a purpose-driven financial services company. Together, they aim to unpack the aspects of purpose-driven work that lead to brand stature.

According to the series, Vijay is a champion of client-centric marketing and innovation with decades of experience as a purpose-driven leader in the financial sector.

Throughout his career, he has helped a number of top-tier companies to redefine their brands and client experiences. These include:
  • H&R Block
  • TD Bank
  • Ally Financial
  • Bank of America, and
  • FedEx, 

"Purpose is not a choice anymore. Everyone wants to be in the purpose business in some sense. The challenge of purpose is that it's very hard to do authentically and have it be believable, and have it be real, and have it really have a transformative effect on the ways that businesses work," says Vijay.

In the interview, Vijay shares his insights on purpose and the role it plays in personally driving him and Truist. Together, the marketers tackle distinctive ways to tell:
  • a purpose story
  • the evolution of marketing
  • more on activating purpose
  • the difference between branding and purpose, and
  • share clips from Truist’s campaign.

"Brand purpose is a hot topic and partnering with StrawberryFrog on this series shines a light on the C-suite leaders and world-class companies who are successfully creating brand stature with purpose-driven advertising," says Scott Rose, president of NYF.

Individuals are encouraged to click here to view the episode. 

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