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Brand purpose

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Article

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

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.

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

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

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.

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 ...

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 offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

Article

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

News

SYDNEY: A majority of Australians expect brands to take a stand on important issues, according to research which describes the shift in consumer mindset over the past decade as the ‘Unilever effect’.

News

COLOGNE: Advertising stands on the brink of a new wave of brand building innovation, according to Procter & Gamble’s chief brand officer, who has called on the industry to raise the bar on quality and placement.

News

GLOBAL: Campaigns from Whirlpool, Ariel, SPC Goulburn Valley, and Lifebuoy have been awarded Golds in the Best Use of Brand Purpose category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This article looks at how social purpose is essential in growing a brand but it has become so essential that brands now struggle to stand out.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Article

This webinar replays WARC's session: "Is the creative industry losing its ability to sell stuff?" at the Cannes Lions festival this year.

News

CANNES: Diageo, the alcoholic drinks company, believes that purpose-driven marketing remains a powerful form of communications, despite some emerging criticisms of this strategy.