Results for 'brand purpose'


Rethinking 'Goodness': The perceived virtue of brand purpose in today's market

A ‘purpose’ and a product may not always align with each other, hence we must stop ‘force-fitting’ it in every campaign possible, say industry leaders.

Unilever to stop force-fitting ‘purpose’ in its brands says CEO Hein Schumacher

The company is now reconsidering its strategic approach of infusing "purpose" into each of its brands.
Guest Article

How brand purpose turned into woke washing while we were busy making ads

What's common between woke washing and overnight mugging?
Guest Article

U2's Bono and the passion for purpose beyond profits

Bono's work was instrumental in making charity mainstream for celebs.

"You can't outsource responsibility": Paul Polman, former CEO, Unilever


Does every brand really need a higher purpose?