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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.
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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.
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.
Building trust and emotional connections: A new success metric
This event report considers the importance of emotional connection between brand and consumer and suggests that the strength of such connections will become a standard measure of success.
Insight, purpose and image: Vodafone's coping strategies for modern marketing
This event report looks at how Vodafone has evolved three pillars to help it navigate the complex and rapidly changing world of modern marketing.
Can businesses be both ethical and pragmatic? Tackling the big issues facing advertising at AA LEAD
This event report looks at how business leaders are approaching issues around trust and privacy as business ethics take on a greater importance in connecting with consumers.
A new approach to network analysis for brand positioning
The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research.
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