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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.
How brand purpose drives customer experience
Brands need to stand up, stand out and stand firm to become truly purposeful.
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.
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.
Asian Strategy Report 2017: Insights from the Warc Prize for Asian Strategy
This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.
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.
Point of view: A trust re-building exercise
This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.
Do you possess the hallmarks of a purpose-driven brand?
This article asks readers whether their company has the appropriate purpose to drive meaningful relationships between brands and customers.
Rebooting brand strategy for the digital age
This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.
What we know about brand purpose
This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
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