Fran Biderman-Gross is the CEO of Advantages, an award-winning, New York-based branding and marketing agency. They’ve worked with small and large companies from the new Terminal One of JFK Airport to Jay Z, and even a few NFL football teams. She’s also the co-author of the book How to Lead a Values-based Professional Services Firm: 3 Keys to Unlock Purpose and Profit.

Fran has 20+ years of marketing experience and she is dedicated to sharing her intimate journey of brand discovery which helped unlock her potential and resulted in the success of her company.

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Here’s a glimpse of what you’ll learn:

  • Fran Biderman-Gross shares her advice for companies looking to adapt their purpose in an uncertain economic environment 
  • How companies should approach their purpose evaluation
  • The importance of defining your purpose and the best way to do it
  • Fran discusses why people are struggling with misaligned purpose
  • Why people struggle to articulate their purpose

In this episode…

We all have an idea of what purpose is. It’s what keeps you going and what helps you determine which decisions to make that can help you reach your goals. But purpose in business can be a little trickier to determine and the roadmap towards it isn’t the easiest thing to navigate. So how can you unlock your business’ purpose and infuse it in your brand? How can it help you drive profit and how do you ensure that it remains the same despite economic and financial challenges?

Fran Biderman-Gross, CEO of Advantages, has created a simple and repeatable process that can help businesses redefine what drives them and how to adapt it to different economic conditions to grow and sustain their business.

In this episode of Drive Profit with Purpose, Fran Biderman-Gross gets interviewed on her own show by John Corcoran of Rise25 where she unpacks the essence and process of redefining purpose, how businesses should approach purpose evaluation, the importance of staying true to your purpose despite struggles, and why now is the best time to uncover the purpose behind your brand. Stay tuned.

Sponsor for this episode…

This episode is sponsored by Advantages, an award-winning New York-based branding and marketing agency that turns buyers into believers. They have worked with companies as far reaching as the new terminal one at JFK airport, as well-known as Jay Z, and as fun as NFL football teams, along with some of the world’s most impactful nonprofits and aspirational mid-sized businesses. 

Advantages uncovers the meaning within brands and infuses it into experiences—purposeful branding, engaging events, and strategic marketing. 

Explore how their company can help infuse purpose into your brand so that you connect with the audiences that matter most to you.

Connect with them today at and see for yourself how the Advantages team will turn your greatest obstacles into your greatest opportunities.