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.

Sep 10, 2020

Brands in Asia more than doubled influencer CSR campaigns from March

Influencer marketing has become a popular channel for brands in Asia during Covid, with strategy swinging from product and events to branding and cause campaigns, a new report finds.

Sep 3, 2020

The coin that says 'Donate me to a good cause'

The brainchild of Saatchi & Saatchi Melbourne and Australia's official mint, the 'Donation dollar' is a very real coin that's 'made to make a difference'.

Aug 13, 2020

There is now a mayo-themed Hellmann's Island on Animal Crossing

And its residents want to make change in the real world.

Jun 24, 2020

Talkin’ bout a revolution

‘Purpose’ is a wonderful starting point, but a dangerous means to an end, and a poor substitute for self-awareness. Its moment is passing, argues a semiotician and cultural strategy consultant.

Jun 16, 2020

Frontline heroes they are, yet Singlife's celebration of them is less heroic

A lesson in how poor semantics can lead to an erosion of brand purpose.