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Brand purpose

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Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Opinion

Adrian Mills, Partner, Deloitte Australia, is judging the Effective Use of Brand Purpose category in the 2018 WARC Awards .

Article

As the category has matured, it has become as much about retention as it is about growth, and bringing magic into the lives of consumers has taken a back seat.

News

VENTURA, CA: Patagonia, the outdoor clothing retailer, intends to take legal action to block US President Donald Trump’s decision to reduce the size of national monuments in Utah and Nevada by up to 85%, a stance that may endear it to some ...

Opinion

A judge on the inaugural panel for Best Use of Brand Purpose at the 2017 WARC Awards, Laurence Green writes that brand purpose is alive and well and "busy restoring the broken link between business and society." Self-congratulatory as marketing awards may appear at their prize-giving jamborees, the judging that precedes the jolly is typically conducted with due earnestness.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

News

SINGAPORE: Ice cream brand Ben & Jerry’s has partnered with local activists to help Singapore tackle climate change in an initiative that also helped to enhance its brand purpose.

Article

Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

News

SINGAPORE: Aligning with a social or cultural purpose continues to be a popular strategy for many brands in Asia but customers are increasingly wary of brands that seem inauthentic in doing so, according to analysis of more than 180 ad campaigns ...

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

News

ORLANDO, FL: State Farm, the insurance provider, has made “solve don’t serve” one of the guiding principles for its brand, reflecting its emphasis on helping customers obtain their life goals, rather than only being there if ...

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

News

NEW YORK: Planned Parenthood, the non-profit organization that provides reproductive health services, is staying true to the “big idea” behind its brand to ensure it remains strong and relevant during a time of rising political ...

News

SINGAPORE: Uber is learning from its stunt marketing flops in Asia as it evolves to a more purpose-driven approach, according to a senior executive at the ride hailing company.

Article

Planned Parenthood, the reproductive healthcare services provider, faces a major challenge as political opposition to its activities reaches a fever pitch.

Article

The ride-hailing app Uber has evolved from stunt-based marketing – including public failures which damaged the brand in Asia – to a content-driven strategy with brand purpose at the core.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

News

NEW DELHI: Indian FMCG group Dabur has helped 12 villages in Uttar Pradesh and Himachal Pradesh reach open defecation-free status, a focus of government policy in recent times, and part of Delhi’s Swachh Bharat initiative.

News

LONDON: A majority of British people believe that big brands should do more to show their commitment to local areas – which are becoming more tightly drawn – but almost half are sceptical of businesses that do so.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Opinion

Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.

Article

This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings.