Why BAM founded the Institute for Meaningful Marketing

BAM wants to re-engineer the marketing practice into a meaningful practice that fuels and nurtures entrepreneurs, companies and organizations in their customer-centric transformation.

But what exactly is a meaningful practice? At BAM we think a meaningful practice is all about achieving a better and more sustainable future for all. A future in which the economic system contributes to solving societal challenges.

So we asked ourselves: how can we measure whether a business is a meaningful business?

The meaningful marketing framework evolved from the answer to that question. We have developed it in collaboration with the academic world. The idea behind this model: don’t do more, do better. Through a new way of doing business that allows companies to secure their business in the long term.


The six essential points of the framework should help brands with their customer-centric transformation and innovation. It scope covers the entire field of marketing and demonstrates how marketing can contribute to make the world a better place. The Meaningful Marketing Framework enables organizations to view and review their current positioning and, with the marketer as a guide, map out a route based on tomorrow’s values ​​and trends.


The marketer thinks and acts customer-centric by nature, which makes him a great guide. But to lead the change, you need to be in the board room. Over the years, marketing has increasingly become a tactical role. In order to get strategic marketing skills back in the C-suite, we needed an assessment, education and certification for tomorrow’s leaders.


That’s why BAM founded the Institute for Meaningful Marketing. An institute for assessment and  C-level education for professionals who lead customer-centric innovation and transformation processes. An institute for business leaders who want to take their responsibility and contribute to a better and more sustainable future for everyone, whether you are the CEO or the CMO in the boardroom. An institute where you will expand you horizons, meet like-minded people and empower your strategic skills.