When asked to define your brand’s purpose, it is easy to reply with the flippant response of “to make money.” And as business owners and entrepreneurs — and yes, even marketers — can ...

Opinions expressed are those of the author. What is your brand purpose? This question is getting harder to answer during these difficult times. From what I've seen, the meaning of brand purpose is ...

This time he tries to decipher the meaning of one of the most common marketing utterances – brand purpose… What is brand purpose? There are a few definitions floating around, though Marketing ...

In Activate Brand Purpose, Scott Goodson and Chip Walker expose flaws in the prevailing thinking around purpose, and provide a new, deeply researched foundation and approach. It’s essential ...

It’s a tricky question because it has become uber-fashionable to adopt a brand purpose in recent years. According to brand consulting firm Landor, defining your brand purpose is the “deepest ...

Brand purpose or bandwagon purpose? Neverland’s Simon Massey distinguishes where some advertisers have gone wrong. Over the last couple of years, we’ve gone over a tipping point for brand purpose.

And, while customers are slowly getting back into the routine of dining out, one major brand pillar is emerging as mission critical for restaurants as they look to attract quality staff and engaged ...

The 83-year-old is the founder of Patagonia – a company long revered as a genuine exemplar of brand purpose. And for good reason. Chouinard has just made headlines by relinquishing his ownership of ...

BY Isis Wu In our constantly evolving business landscape, the concept of brand purpose has emerged as a potent catalyst for positive change. It transcends mere profitability and delves into the ...

Tracksmith’s brand purpose: To celebrate the competitive spirit that unites runners around the world and support dedicated runners at every stage of their journey. All of these initiatives come back ...