By Jon Sharpe

‘Where your talents meet the needs of the world, there lies your purpose’, so said Aristotle, a very long time ago.

‘Brand Purpose’, or the idea that brands perform better when their actions are inspired by a higher order value that they share with their customers and staff, has taken on a quasi-religious status among the marketing community of late. So widespread has this strategic approach become, that it’s in danger of becoming a dogma and dogma and creativity – like dogma and most things – are a potentially dangerous, stifling, mix.

However, if ever there was an argument for why brands Read full story ›

Source: The Drum