Brand purpose is too often used as a way for a company to align its marketing communications with some kind of cause, in the belief that injecting more ethical values into the brand’s DNA will appeal ...

Listen to any number of LinkedIn armchair commentators and you will believe brand purpose is well and truly dead. Consumers ...

I've seen firsthand how purpose-driven marketing in B2B builds stronger partnerships, enhances customer loyalty, and sets your business apart in a competitive landscape. It's not just about what you ...

Opinions expressed by Forbes Contributors are their own. I think about cultural leadership skills for a VUCA world. Brewing company Heineken similarly faced backlash from all sides of the ...

Purpose-driven marketing is more than a trend; it’s the key to connecting with consumers and fostering long-term loyalty.

Cause-related marketing is hard to pull off for many reasons, from conflicting stakeholder desires to potential backlash to ...

In a world where consumers seek alignment with their values, purpose-driven marketing has become the cornerstone of impactful campaigns. As Simon Sinek famously said, “People don’t buy what ...

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 ...