Meaningful Master Purpose & Shared Value

Toch & Guests




About this meaningful track

After several international jobs as a marketer and general manager, Herman Toch nevertheless opted for a broader perspective. He immersed himself in the world of Purpose and social entrepreneurship. Herman has already written two successful books: Transform for survival and Happy Profit. Today he coaches people, companies and organisations that combine social success with self-interest. Herman is married to Ann Maes. Together they have 5 children.

As a Meaningful Master, he will explain the building blocks Purpose & Shared Value of the Meaningful Marketing Framework.

The Meaningful Marketing Framework has been developed by BAM as a holistic manifesto and a prototype for companies to evaluate themselves. These tools should allow organisations to look at their current positioning and, with the marketer as a guide, to map out a route based on the values and trends of tomorrow. Click here for more info.

  • Purpose: the "higher" purpose of the organisation and its role in society at large
  • Shared value: creating value for the customer, the brand and society at large


Herman Toch will introduce these guests and cases tackling Purpose & Shared Value:


1) On Thursday December 05 Morning :

Purpose & Shared Value in practice: 3 case studies


elho is a family owned company. A few years ago, they made the shift towards a purpose driven organisation. It was the start of an amazing journey with amazing results. Olaf (the co-owner of the company) will elaborate on the high’s and low’s of elho’s journey. Olaf will share his do’s and don’ts for a family owned company to bring Purpose in the heart of everything you do. 

Dopper is a leading example of a Purpose first organisation. Dopper is empowering people to choose reusable over single-use water bottles, to protect our world's waters. Fighting plastic pollution, one single-use water bottle at a time. Dopper was one of the first companies to show how success and a social mission can go hand in hand. Dopper’s founder Merijn will share his view on how to turn Purpose into societal, ecological and economical value. 

Unilever is a textbook example of a ‘doing good, doing well’ company. Their “Sustainable Living Program has” been an inspiration for many other publicly listed companies. Recently they took Purpose to the next level by engaging every individual employee. ‘People with Purpose thrive’! is their point of view. Kris (marketing director) showcases how you can integrate Purpose in the employee journey 



2) On Thursday, December 05 Afternoon : These - Antithese - Synthese

Purpose is the subject of debate and controversy.

Some truly believe in the power of Purpose.

Others consider that Purpose is nothing more than a license to keep a crooked system going. They talk about Purposewashing.

Strong marketers don’t shy away from a hefty debate. Debate helps them to think harder, to look back and learn. That is needed to build truthful brands and businesses.

This session is entertaining – but not easy at all. It might make you feel extremely uncomfortable. It will make you question: Am I a maker or a faker?

Ronald is a leading voice in the Netherlands. He is very outspoken. He will challenge each and everyone in the audience. He will argue that most marketers choose -knowingly or not- to remain part of the problem. Promoting companies and brands that are part of a bust system is not innocent at all. They slow down real systematic change. That is a crying shame, as there is no time left for error.

Herman is a fierce advocate of the positive sum game between Purpose & Profit. Purpose is not just a new marketing trick. It reflects a fundamental shift in the purpose of business and brands. Herman will argue that everybody in the audience can make a meaningful difference; even if you work for a traditional corporate. Herman believes that Ronald underestimates the bottom-up power of the existing system.

After listening to the thesis and antithesis for Purpose and shared value, Wouter (a real Purpose reference) will engage the audience to come to a synthesis

Herman toch

Herman Toch - FLRISH




BAM had an interview with Herman Toch and Ann Maes and about their new book "The positive sum game".

Lees het interview in NL Lisez l'entretien en FR

Discover our new format on 5 & 6 December!