This session explores examples from ICMIF members that have effectively embraced and modernised the mutual/cooperative difference across their organisations. The discourse includes how to operationalise a purpose-led strategy that enhances performance for the business while reinforcing the authenticity of their commitment to long-term value creation for all stakeholders. It also looks at how organisations communicate their unique difference in their customer proposition in a way that builds on their historic principles and heritage, but is articulated through a modern brand experience.