Debunking brand purpose

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Debunking brand purpose

Richard Shotton and Aidan O'Callaghan ZenithOptimedia

Although the idea of a simple recipe for success is seductive, there is no proof that ideals deliver success. No one has yet uncovered the single secret to sustained business

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