Enter the catalyst: Energising brand purpose for business results

This article discusses the importance of brand purpose and explains how brands can use a 'catalyst' to make their organisations and customers take notice of a new purpose.

Enter the catalyst: Energising brand purpose for business results

John Marshall, Rodney Abbot, and Matt MiksaLippincott

Companies everywhere are discovering the power of having a purpose. At the 2014 ANA Masters of Marketing annual conference this past fall, the speeches of major brand CMOs popped with this ever-potent idea.

Mark Addicks, senior vice president and chief marketing officer at General Mills, explained how his company's purpose urges teams to "think big [about] where the brand can grow." According to Anne M. Finucane, global chief strategy and marketing officer at Bank of America, her organization's purpose serves "as the filter...

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