The commercial value of purpose in advertising

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

The concept of 'brand purpose' has become ubiquitous in marketing discussions. As a result, there is a risk of the idea falling into disrepute through misunderstanding and misapplication.

So it's probably best to start with a definition of what I mean...