The best of both worlds - rare but possible
Saji Abraham and Pooja RawatLowe Lintas & Partners India
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Summary
This paper will argue that whilst brands have the potential to maximize profits, and be a force for social good, it is the exception rather than the rule.
We will illustrate this exception of how brands can deliver against objectives that are seemingly at odds with each other with the story of the world's largest hygiene and cleansing brand,...