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Key reading

IBM

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.




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American Greetings taps "cultural tension" to drive impactful marketing

This event report outlines how American Greetings, the greetings card company, has successfully built its marketing strategy on "cultural tension".

The power of storytelling: how Philips rebranded as a health business

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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.

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