Purpose-driven brand stories can make consumers care about you and your product like never before; they're built to foster ...

but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a brand stand out from its competition. “Positioning has always ...

When launching a new brand, achieving brand awareness is the first step to establishing valuable brand equity.

The Effective Use of Brand Purpose Report analyses trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2019 ...

Nick Asbury’s new book examines how brand purpose intoxicated the marketing world, and the negative impact he feels it has wrought. Here he introduces the book’s central themes and implores us all to ...

McKinsey provided a (now often-quoted) five-step guide to becoming a purpose-led brand after claiming that organisations with a strong sense of purpose are more resilient and far more likely to ...

In this video from the 2021 Skift Design The Future event, we hear from Accor’s chief luxury and premium brands officer, Alexander Schellenberger about creative, dynamic, and purpose-driven ...

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up ...