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Results for 'brand purpose'
By
Nisha Qureshi & Ubaid Zargar
Advertising
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.
By
afaqs! news bureau
Brands
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.
By
Robby Mathew
Guest Article
How brand purpose turned into woke washing while we were busy making ads
What's common between woke washing and overnight mugging?
By
Shubranshu Singh
Guest Article
U2's Bono and the passion for purpose beyond profits
Bono's work was instrumental in making charity mainstream for celebs.
By
afaqs
Marketing
"You can't outsource responsibility": Paul Polman, former CEO, Unilever
By
afaqs
Advertising
Does every brand really need a higher purpose?
