Toolkit 2018: Redefining purpose

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

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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 &ndash

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