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 ...

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" ...

On Monday, April 7, 2025, a striking image on digital screens at MTN Ghana’s headquarters told a compelling story: a young ...

It seeks to offer a curated collection of world class expertise, evidence and examples to help brands with strategies ... and Yassine El Ouarzazi discuss what is it about the notion of purpose that ...

For example, if consumers prefer a generic product over a branded one, the brand is said to have negative brand equity. Such willingness to ignore the branded product might exist if a company has ...

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up ...