Positioning has long been a linchpin of any branding campaign, but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a ...

That same year, a Harvard Business School study linking purpose with stock market performance was published, and the Association of National Advertisers even voted "brand purpose" as "Marketing Word ...

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers. Brand purpose, an ...

Americans view Seventh Generation, TOMS, Zoom, Allbirds, and AbbVie as the most purpose-driven brands, according to recent research from StrawberryFrog and Dynata. The report was based on data from a ...

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up ...