Your brand: an agent of change
Great brands change the world, says Giles Lury Brands drive change. They change categories, markets, and…
Browsing: Brand Purpose
Three themes for brand purpose
Brand purpose can be a driver of growth, a key to unlocking new partnerships and…
Turning brand purpose into activism: P&G’s Chief Brand Officer, Marc Pritchard
In this exclusive interview for WARC’s annual Marketer’s Toolkit release, Marc Pritchard – Chief Brand Officer at…
Brands need to build in ‘citizenship’, says Pritchard
Brands are learning that balancing growth with doing good is a fundamental consumer expectation, according…
Media owner spotlight: The Economist’s approach to brand content in the era of social purpose
Audience expectations around brand purpose are impacting the ways in which publishers work with advertisers,…
The Body Shop rediscovers its mojo
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core…
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…