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Brand purpose, the theory that focusing on an idea bigger than profit to drive long-term sustainable business growth, has suffered a backlash. High-profile controversies – notably Pepsi's campaign featuring reality TV star Kendall Jenner – have led to claims purpose is little more than a tactic used by advertisers to win industry awards.

Toolkit 2018

This article is part of Toolkit 2018, WARC's guide to five key challenges facing brands.

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