Article
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WARC Best Practice, March 2019
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.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
Article
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Christina Stahlkopf, WARC Exclusive, September 2019
Looks at how banking brands have continually languished in the bottom third of the industry chart when it comes to customer experience scores and how this is slowly improving, with success examples from HSBC and US Bank.
News
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09 September 2019
Consumers are often sceptical about brands that tap into societal issues, with a recent survey showing more than half think this is merely a marketing ploy rather than evidence of any genuine conviction.
Article
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Alex Brownsell, WARC Exclusive, September 2019
Vice’s chief digital officer and chief revenue officer for EMEA, Luke Barnes, explains how a “period of introspection” resulted in a fresh approach to Vince's operations from a content standpoint, as well as in its interactions with advertisers.
News
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02 September 2019
More than two tonnes of new clothing are bought each minute in the UK, yet in terms of carbon emissions that is at least the equivalent of driving a car around the world six times, according to Oxfam.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019
L.L.Bean, the outdoor retailer, has repositioned its brand in ways that reconnect to its heritage while reflecting changing consumer habits.
Opinion
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Hannah Johnson, August 2019
Values-led marketing is not a new idea, but what the industry is lacking is a way of measuring this approach.
Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
News
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06 August 2019
Diageo, the drinks behemoth headquartered in the UK has announced that it will spend heavily on adapting 11 of its African breweries to green energy and water recovery, as it pursues the goal of becoming totally green.
News
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30 July 2019
CareerBuilder, the online recruitment platform, has found an edge in purpose-driven marketing, even if this mission isn’t always expressly stated in its marketing.
Opinion
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Leo Rayman, July 2019
It’s time to ditch some traditional thinking about brands, says Leo Rayman of Grey Consulting – and the ‘brand onion’ is high up on his list.
Opinion
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Darren Coleman, July 2019
In the current climate, brand purpose is linked with social good but that’s an oversimplification, argues Dr Darren Coleman.
News
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18 July 2019
Taking a strong point of view can be a risk for a brand in today’s tumultuous environment, but sometimes it’s unavoidable – and that’s when an understanding of brand values comes into its own.
Article
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Dr. Darren Coleman, WARC Exclusive, July 2019
Offers an alternative perspective and questions whether brand purpose serves a brand purpose.
News
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12 July 2019
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core part of its business – extending all the way from marketing messages to the commercial brand proposition.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.
Article
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Anil Thakraney, Event Reports, Zee MELT, May 2019
Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.
Article
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Kristin Van Note, WARC Best Practice, July 2019
Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.
News
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08 July 2019
Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...
Article
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Anna Hamill, WARC Exclusive, Cannes Lions, June 2019
The Body Shop, an international beauty retail chain, has moved beyond brand purpose to integrate activist principles into the company, beyond its marketing communications.
News
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04 July 2019
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.
Opinion
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Lucy Aitken, June 2019
This year's Creative Effectiveness Lions impressed WARC's Lucy Aitken with their commitment to causes beyond commercial objectives My name is Lucy and I have been an advocate of brand purpose for the last seven years.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.
Article
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Geoffrey Precourt and Anna Hamill, Event Reports, Cannes Lions, June 2019
Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.
