The Body Shop rediscovers its mojo
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core…
Browsing: Brand Purpose
Technology can increase the impact of marketing: Raja Rajamannar, Mastercard CMO
Rajamannar, the new President of World Federation of Advertisers, talks about the need to adapt…
Brand purpose is the future for the majority of marketing leaders
P&G’s Gillette will not be the last brand to promote its values, as a new…
“Brand purpose” is a lie
From Gillette to Starbucks to Johnson & Johnson, companies love to extol the virtues of…
Twitter’s Sarah Personette: Video and ‘brand purpose’ will continue to take center stage
Twitter’s been on a tear to prove that even with a smaller audience than Facebook…
Orchestrating brand voice: Lessons for marketers
Sadly, the vast majority of brand communications today fail to achieve their objectives for several…
How to Create a Campaign That Spans 2 Decades, Like Mastercard’s ‘Priceless’
5 lesson’s that can be learned from its enduring success It is the rare campaign…
Brand Positioning Strategy for the Modern Marketer: How Brands Use Consumer Psychology Today
Most marketers are familiar with the concept of brand positioning, and if you haven’t read…
Embrace the Backlash, and Behave Like Your Brand: How to Really Activate Brand ‘Purpose’
One of the biggest marketing themes and talking points of 2017 has been about driving purpose.…
Where Marketing Ends, Branding Begins
So you’ve got a business and you’re ready to push your branding efforts online. The…