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 ...

The power of purpose to energize a brand’s consumers ... At the same time, the road is littered with examples of brands that have attempted it and failed. I asked a selection of some of the ...

At Unilever, brands that "don't stand for something" will be disposed of, its new chief exec claims. Some brands have been a more natural fit for cause marketing than others in recent times In a ...

Calverley warns against confusing corporate purpose with a brand’s purpose, which she believes the marketing industry is “meshing” too much. While Unilever, for example, has a clear corporate purpose ...

for example. I’m witnessing an evolving post-purpose market, where every brand in the commercial break is pitching itself as a messiah, solving all the world’s ills. Are we to truly believe ...

Brand purpose is where culture, experience ... down into the mission and core values—this will help you connect with the right audience. Some example questions to help you dig deep: How are you ...

It's important to point out that brand purpose can, and often should, be different than a corporate mission. Unilever, for example, has staked its claim in sustainability and supported that through ...

Brand purpose is hard to get right for many reasons. It is both inspiring and challenging to identify best-in-class examples that can provide guidance to our industry on how to bring a brand's purpose ...

Of course, brand purpose isn’t a ‘new’ thing, it’s always been there. We just have a new name for it now. Nike is a perfect example; Nike sell shoes but they actually stand for something ...

Buzz words and phrases of Gobbledygook and the relatively recent exponential growth in “brand purpose”, have added additional layers. Gobbledygook example: “Instead, I believe we will ...