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Key reading


The big ideal: How brands benefit from having a purpose

Jim Stengel, former global marketing officer for Procter & Gamble, argues that a purpose that goes beyond the benefit of the service or product itself is one of the most valuable qualities a brand can have.

Why purpose-driven brands need 3D thinking

An Admap Prize-winning essay on how businesses can maximise profits and be a force for social good.
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Best practice: Green marketing

This Best Practice paper outlines three strategies for brand sustainability messaging.

How brand purpose leads to sustainable growth

What brand purpose is, and how a business should go about creating purpose.

Does meaningful marketing work?

Hard data on why the impact of meaningful marketing programmes can be elusive.

Latest articles

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

The fallacy of corporate branding

This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.

How Dick's Sporting Goods made philanthropy pay

This event report addresses how Dick's Sporting Goods, the retail chain, tied philanthropy to its brand purpose to simultaneously develop high-schools sports and boost its business.

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Monique Dolbin


Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
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