The Rise of the New Billion-Dollar Brands: How today’s best brand s are converting social good into a billion-dollar proposition

This paper argues that, while brands must both maximise profit and be a force for social good in order to to remain relevant, many fail in this aim due to their poor marketing strategy.

The Rise of the New Billion-Dollar Brands: How today's best brand s are converting social good into a billion-dollar proposition

Freya WilliamsPublicis Kaplan Thaler New York

A century ago, Lord Leverhulme kickstarted the movement for brands profitably being a force for social good. Today's marketers often fail because they use messages aimed at niche, green consumers, rather than the mainstream.

Let me describe an idea for a business. The basic premise is this: to make available, at a price almost anyone can afford, a product that has life-saving health properties but has, until now, been accessible only to a...

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