The brand: The machine that makes the difference

This paper argues that the idea of businesses purely chasing shareholder value is a relatively recent and flawed concept and that, on the contrary, brands that also have a social purpose stand out more, engender loyalty and focus on the long-term health of their business.

The brand: The machine that makes the difference

Andrew Curry and Andy StubbingsThe Futures Company and Bacardi

The concept of businesses purely chasing shareholder value is a relatively recent – and flawed – one; those that also have a social...