It's what's on the inside that counts: A heart-to-heart model of brand building in the digital age

This essay argues that purpose is key to building brands in the digital age with three key behaviours driving changes in how people relate to brands.

It's what's on the inside that counts: A heart-to-heart model of brand building in the digital age

Celia GarforthJWT Australia

The Admap Prize 2014

This essay was Commended by The Admap Prize 2014 judges. For more information visit the Prize page.

As consumers are exposed to thousands of brand touchpoints every day, so their intolerance, impatience and indifference grows. Brands that 'win' are built with a purpose at the heart of their strategy.

According to George Orwell, 'restating the obvious is the first duty of intelligent men'. So, to start with the apparently obvious, I'd like...

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