Jump to:Why this trend? | Key moments | Need to know | Pitfalls | Case studies | Key takeaways | Expert comment
Definition
Brand purpose, the theory that focusing on an idea bigger than profit to drive long-term sustainable business growth, has suffered a backlash. High-profile controversies – notably Pepsi's campaign featuring reality TV star Kendall Jenner – have led to claims purpose is little more than a tactic used by advertisers to win industry awards.
Toolkit 2018
This article is part of Toolkit 2018...