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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.
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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.
How Persil reframed Dirt is Good for digital natives
This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.
The power of storytelling: how Philips rebranded as a health business
This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.
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.
Beautycounter builds its brand on advocacy
This event report details how Beautycounter has built a brand by manufacturing safer beauty products, educating consumers about potentially dangerous product ingredients and making its case to politicians.
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.
Building trust and emotional connections: A new success metric
This event report considers the importance of emotional connection between brand and consumer and suggests that the strength of such connections will become a standard measure of success.
Insight, purpose and image: Vodafone's coping strategies for modern marketing
This event report looks at how Vodafone has evolved three pillars to help it navigate the complex and rapidly changing world of modern marketing.
KIND balances products with purpose
This event report reveals how KIND, the snack manufacturer, has balanced its focus on delivering great products with an underlying purpose of encouraging acts of generosity and altruism among consumers.
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