One of the most talked about topics in marketing today is brand purpose. Although brand purpose has had more than its fair share of detractors, it continues to be a popular approach to brand positioning and communications. Effectiveness expert Peter Field’s recent analysis of IPA’s Effectiveness Awards Databank shows that brand purpose – when executed properly – can drive larger positive business effects than campaigns that are not rooted in a purpose. In fact, a few years ago, Unilever announced that its purpose brands grew faster than other brands.
While a lot has been written about the power of brand purpose,...