The true effectiveness of brand purpose

New research from effectiveness expert Peter Field uncovers the effect that brand purpose has on a brand’s overall effectiveness, establishing that among the strongest cases the benefits are outsized, the IPA’s EffWorks conference heard.

Purpose can be incredibly effective if well used, but the big problem is the extreme variations in quality among purpose-driven execution. 

It’s quite common in adland to hear criticisms of brand purpose for its woolliness, or for its bandwagon-jumping...