WARC Talks: Brand purpose

In this episode of the WARC Podcast, WARC talks brand purpose with David Aaker, Vice Chairman at Prophet.

Where to listen


00:41 – Why has purpose become such a big thing in marketing recently? 03:38 – The importance of a signature purpose. 05:53 – Make an impact on society. 07:55 – Sources of successful ideas. 10:40 – Examples of successful campaigns. 14:03 – Measuring success. 19:31 – Habitat and Thrivent – An example of a company that had to search to find its purpose. 24:01 – What is a signature social program?26:18 – Responding to the...

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