The Purpose Therapy Session with Andreas Mielenhausen – Creative Lead for Creative Works, @Google. – Misha Che

Brand Matters – Episode 10: Activating Purpose with Google’s Creative Lead Andreas Mielenhausen

“Don’t decorate. Demonstrate.”

In this powerful episode, Misha Chernyshev sits down with Andreas Mielenhausen, Creative Lead at Google Creative Works, to explore one of the most important (and misunderstood) concepts in brand building: Purpose.

Together, they unpack how to activate purpose in a way that’s real, consistent, and impactful — not just a line in a manifesto, but a living, breathing system that shapes how brands behave and grow.

What you’ll learn in this episode:

What purpose means (and why it’s more than a slogan)

How Google connects purpose with creativity and culture

Why internal activation matters even more than external campaigns

The role of empathy, storytelling, and clarity in driving creative work

How to build trust and create movements, not just messages

What inDrive and Google learned while working on Purpose Activation Strategy together

This episode is packed with insights, frameworks, and real stories for brand leaders, strategists, creatives, and founders who want to turn purpose into a competitive advantage — and a force for good.

Whether you’re building a startup or managing a global brand, this conversation will change the way you think about purpose-driven growth.

Tune in now — and get inspired to lead with meaning.