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Brand values & purpose

Brand values are the beliefs and organising principles of a brand and the organisation behind it. When used well, brand values can help a brand stand out from competitors. A related concept is brand purpose, which has grown in popularity among advertisers in recent years. Purpose is a reason for a brand to exist beyond making profit. It combines the ambitions and beliefs that motivate the organisation and the changes that it wants to make in the world.

Key Reading

Important papers from across the Warc database

Key thinking on the topic of purpose, a powerful way to engage consumers and gain preference, and fast becoming an expectation for some customers.
Brands need to stand up, stand out and stand firm to become truly purposeful.
This Best Practice paper outlines three strategies for brand sustainability messaging.
What brand purpose is, and how a business should go about creating purpose.

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