Americans view Seventh Generation, TOMS, Zoom, Allbirds, and AbbVie as the most purpose-driven brands, according to recent research from StrawberryFrog and Dynata. The report was based on data from a ...

Otherwise, your purpose is just vacuous. It’s fluff. Meanwhile, other brands are sought out just to do a job. Other than being socially responsible about deforestation, for example, I don’t care about ...

we look at brands’ reasons for being beyond just making money. We take a closer look into a brand's purpose - its reason for existing and the things it stands for.

But in 2021, the higher-purpose brand landscape was upended ... Brands in delivery services and supply chain management, for example, have suddenly gone from being considered "behind the scenes" ...

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers. Brand purpose, an ...

This example of taking known facts about a brand and applying a “So what?” process is one of a number of useful techniques that provide a structure for insight generation. Because it has ...