The Big Ideal: How brands benefit from having a purpose
Chuck Kapelke
Brands with a higher purpose have a definite edge in the marketplace. Here's how to help your brand embrace a cause – and reap the rewards.
Amazon.com exists to enable "freedom...
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.
