For Rupen Desai, global chief marketing officer of Dole Packaged Foods, brand purpose is all about action.
The word ‘purposeful’ is utilitarian and action-oriented said Desai at the recent All That Matters conference, where he spoke in a session...
Guiding principles: Why marketers need to anchor actions in brand purpose
At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.
