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What Brand Purpose Really Is

Critics of “brand purpose” – the idea that brands need to improve the world or society as well as just make money – tend to dismiss the notion as an ineffective fad. You’ll hear brand purpose called virtue signaling, or people making claims that purposeful branding exists in a Marketing bubble. The backlash hasn’t stopped Paul Polman and Alain Jope of Unilever, or London’s Financial Times, taking firm stands in public on the need for purpose. Many more have joined them. With every day that passes, brand purpose looks less…