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Brand values & purpose

Brand values are the beliefs and organising principles of a brand and the organisation behind it. When used well, brand values can help a brand stand out from competitors. A related concept is brand purpose, which has grown in popularity among advertisers in recent years. Purpose is a reason for a brand to exist beyond making profit. It combines the ambitions and beliefs that motivate the organisation and the changes that it wants to make in the world.

Key Reading

Important papers from across the Warc database

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.
An Admap Prize-winning essay on how businesses can maximise profits and be a force for social good.
Brands need to stand up, stand out and stand firm to become truly purposeful.
This Best Practice paper outlines three strategies for brand sustainability messaging.
What brand purpose is, and how a business should go about creating purpose.

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