New research from effectiveness expert Peter Field uncovers the business effects that brand purpose can have; among the strongest cases the benefits are outsized, the IPA’s EffWorks conference heard. 

Why it matters

The difference between deploying a brand purpose well and deploying it badly: do it badly and it’s better not to have bothered but do it well and you can have outsized effects on your brand building, and your ability to drive trial and share, and you can increase the effectiveness of marketing. But it’s all down to execution. 

Takeaways

• It’s wrong to level the same criticism at all...