A sceptic and an enthusiast walk into a bar… They walk out with a new brand resolution. That might not be the funniest joke you've ever heard. Well, it's not meant to be one. Read on to find out how these two polarising characters land on a more purpose-driven brand role.
For a brand to survive and thrive in an increasingly commoditised world, it needs to justify its existence in people's lives. A brand purpose is built on a specific point of view about the world we live in. It has beliefs, attitudes, a tone, a personality, and, most importantly,...