Target finds B2B brand purpose in TV production
Geoffrey PrecourtWarc
In the last five years, the handbook of marketing best practices has necessarily become bulkier with any number of new ways to connect with consumers. But no chapter in that tome is much more important than the section devoted to purpose-driven brands.
In the business-to-consumer space, legendary brand stewards like Procter & Gamble, Unilever and Coca-Cola Co. all have demonstrated the enormous power of moving beyond simple product attributes to embrace a bolder mission.
At the Association of National Advertisers' (ANA)...