Research Knowledge

Brand Purpose: Making The World Better Or Splitting It In Two?

Posted on Tuesday 17 December 2019

Article written by ICG member, David Hopper.

Brand purpose has for some time been the buzz in marketing discussions and has become synonymous with social causes. But for all the good intent, it can also seem preachy or polarising or rely on simplistic assumptions about people’s views. This article looks at how we got here and suggests that brand purpose should be about sharing opportunities for good, not creating antagonism.

Read the full article here

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