Driving Sustainable Behavior Change through Purpose-Led Branding with Jose Gorbea of HP

In this episode of Net Hero: the Carbon Impact Podcast, host Ric Porteus sits down with Jose Gorbea, the Global Head of Brands and Sustainability Innovation at HP.

Join them as they discuss:

Purpose-led branding
The power of co-creation
Driving sustainable behavior change through innovative campaigns
The concept of regenerative marketing
Thinking transversely in a brand's value chain

Jose Gorbea currently serves as the Global Head of Brands and Sustainability Innovation at HP, the multinational information technology company. He is also a co-founder of StoryMaking 4 Good, a platform that emphasizes the importance of co-creation in brand strategy. Jose has an extensive background in marketing, having worked with major companies such as Bimbo, Kraft Foods, Nestlé, and Mondelez.

Net Hero, the Carbon Impact Podcast is brought to you by One Tribe. You can find out more about us here.

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Episode Highlights:
00:00 - Intro
01:14 - Jose’ Career Journey
09:12 - Purpose-Led Brands
13:38 - Regenerative Marketing
20:11 - Integration of Physical and Digital in Communication Campaigns
23:06 - Nescafé New Year’s Resolutions Campaign
29:14 - Sustaining Campaign Momentum
34:06 - Innovative Use of AI in Marketing
38:13 - Framework for Purpose-Driven Marketing
42:23 - Collaboration for Climate Action