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The big ideal: How brands benefit from having a purpose
Jim Stengel, former global marketing officer for Procter & Gamble, argues that a purpose that goes beyond the benefit of the service or product itself is one of the most valuable qualities a brand can have.
Why purpose-driven brands need 3D thinking
An Admap Prize-winning essay on how businesses can maximise profits and be a force for social good.
How brand purpose drives customer experience
Brands need to stand up, stand out and stand firm to become truly purposeful.
Best practice: Green marketing
This Best Practice paper outlines three strategies for brand sustainability messaging.
How brand purpose leads to sustainable growth
What brand purpose is, and how a business should go about creating purpose.
The power of storytelling: how Philips rebranded as a health business
Not a subscriber? View this report hereThis event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.
SK-II Marriage Takeover: How a Japanese skin care brand cut through in China
This article analyses a campaign by SK-II, a premium Procter & Gamble-owned Japanese skincare brand, that aimed to destigmatise young unmarried Chinese women and inspire them to shape their destiny.
Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
The fallacy of corporate branding
This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.
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