Discover how purpose-driven marketing communications can help brands build lasting connections with consumers and foster ...

From values to visual identity, this article explains what a brand really is – and why it’s far more than a name or a ...

and the Association of National Advertisers even voted "brand purpose" as "Marketing Word of the Year." However, most of the companies getting attention for their purpose-based efforts have been B2C ...

A major mistake brands make when doing purpose marketing, according to McGarrahan, is not getting a baseline before they start taking action. “It’s so important to measure the status quo befor ...

“There is an awful lot of vitriolic criticism heaped on brand purpose, and some of it is naïve and not entirely justified,” Field tells Marketing Week ahead of the IPA Effworks 2021 Conference.

“Gen Z is the most marketing-literate generation we have ever seen. They are not just audiences; they are co-authors” for ...

Brands should blend meaningful values with joyful experiences that resonate emotionally and culturally with consumers.

As U.S. CMO of Jaguar Land Rover North America, she's helping transform iconic brands like Range Rover and Defender into ...

Being able to distinguish between the two concepts, and investing in both, could be the key to sustainable business growth ...