brand purpose
How Cathay Pacific, Shell and Mercer used the pandemic to sharpen their brand purpose
As the pandemic continues to impact marketing plans, a panel of CMOs advise that marketers should focus on story doing over storytelling and empower local markets to devise their own impactful campaigns.
Does ‘brand purpose’ messaging actually impact consumer behavior?
A recent study by Vrity shows taking stances on social issues does increase purchase propensity.
Interest in brand purpose heightened during pandemic and social unrest
SPIKES ASIA X CAMPAIGN: As consumers seek stability in their lives, they are gravitating toward brands and companies that can provide not just instant gratification with their products and services, but also longer-term value in their lives.
'The next wave of transformation is going to be creative'
SPIKES ASIA X CAMPAIGN: As more and more brands finish up their digital transformations, tech capabilities will be less of a differentiating factor. In turn, according to Wunderman Thompson's Justin Peyton, the game will be about commercial creativity.
Please, let’s end wokevertising
Turning generational social movements into marketing trends isn’t just callous and at times offensive. It could have truly dangerous implications.
Lead with purpose from within, say brand leaders
Businesses need to double down on purposeful leadership to meet stakeholder expectations and drive employee engagement. Brand marketing and communications leaders came together to discuss how their organisations are prioritising purpose.
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