Brand Purpose: What’s the point to you?

Is brand purpose the panacea for brand growth? We debunk a few of the myths and explore today’s reality in our latest paper.

Brand purpose has been a hotly debated marketing topic for the last 10 years, celebrated as a business model for growth and debunked as cod strategy in equal measure. For example, one argument for brand purpose often fueled by assumption is that millennials are immune to advertising and dislike large institutions. This and other assumptions are increasingly found to be lacking in substance, and therefore we pause to reexamine the concept of brand purpose with a level head, from the perspective of what really drives brand growth – people.

Media & Brand Communication