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Brand purpose

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Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

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.

Article

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

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 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 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.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

News

CANNES: Brands and agencies have become over-excited at the idea of brand purpose as a way to differentiate, several leading industry figures have argued.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This event report explores whether advertising’s first function – as a channel through which a brand increases sales of its product or service – has been lost to the pursuit of purpose.

News

SAN FRANCISCO: After spending years trying to build up its user base, Twitter is seeking to position itself as the social media network with a social purpose.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

News

LONDON: Campaigns from Ariel, Lifebuoy and Whirlpool are among the 21 papers that have been shortlisted for the Best Use of Brand Purpose category in the 2017 WARC Awards, which recognise the next generation of marketing effectiveness.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

News

GLOBAL: Brands that step out and espouse values risk being caught in the crossfire of 2017's polarised consumers, but Coca-Cola's new CEO, James Quincey, believes it is a risk worth taking.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Opinion

Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.