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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.

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.

Latest articles

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

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

How Aviva became a digital-first brand

This article details how Aviva, the UK insurance brand, left behind it's successful and effective marketing and acquisition approach, by focusing of future-proofing through being digital-first.

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.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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