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.

Jump to:Why this trend? | Key moments | Need to know | Pitfalls | Case studies | Key takeaways | Expert comment


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...

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