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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.
How Persil reframed Dirt is Good for digital natives
This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.
American Greetings taps "cultural tension" to drive impactful marketing
This event report outlines how American Greetings, the greetings card company, has successfully built its marketing strategy on "cultural tension".
The power of storytelling: how Philips rebranded as a health business
Not a subscriber? View this report hereThis 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.
Unilever steps up from marketing purpose to brand activism
This event report outlines how Unilever, the FMCG group, is attempting to encourage its brands towards purpose-driven activism.
Procter & Gamble embraces brand activism
This event report outlines how various brands owned Procter & Gamble, the FMCG giant, have begun to explore the area of social activism.
Unilever's new marketing formula: Iˆn
This event report addresses how Unilever, the FMCG giant, is ramping up its efforts to reach individuals, leverage influencers and deliver meaningful impacts.
Social media meets brand purpose at Lush Cosmetics
This article covers how Lush Cosmetics uses its strong brand purpose to create relevant and engaging social media content – all while spending zero dollars on advertising.
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