Posts tagged "brand purpose"
Have we reached peak purpose?

Have we reached peak purpose?

It’s quite possible that 2016 marked peak purpose. The year in which the idea of corporate or brand purpose reached its zenith from which its grip on the collective consciousness of the business world may slowly wane. You see purpose has a rather patchy rep. For every Unilever, celebrated for their commitment to both corporate...
Does every brand need a purpose?

Does every brand need a purpose?

Gold Blend coffee has a new campaign. You’ll know if you live in any remotely built up part of the UK because the media buy is impressive. And it has to be said that it has caused a bit of a stir in the planning community. Now I accept that a bunch of North London...
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