Social purpose: The new brand imperative

We are seeing a new wave of culturally resonant brands that have a true impact on society while also being commercially beneficial.

L-R: Rosa Bransky, Gail Steeden, Jessica Enoch

Brand purpose is most effective and resonant when connected to the culture in which it exists when it has a clear cultural purpose’a perspective recently laid out on these very pages by our colleague Alfie. What exactly we mean by this culture will differ across the markets and categories we’re thinking about. But employing the uncontroversial definition of culture as “the totality of the practices, institutions and beliefs of a society” demands that we also to take...

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