Brand purpose

Having a big purpose has been a big idea for brands in recent years—with mixed results. This page archives our coverage of the topic.

Apr 30, 2021

Should marketing or CSR own the purpose agenda?

Is it marketing departments or executives working in corporate social responsibility that should control purposeful messaging?

Mar 31, 2021

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.

Mar 3, 2021

Does ‘brand purpose’ messaging actually impact consumer behavior?

A recent study by Vrity shows taking stances on social issues does increase purchase propensity.

Feb 23, 2021

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.

Feb 23, 2021

'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.

Feb 10, 2021

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.