By Seb Joseph

By Minda Smiley and Seb Joseph

Big brands are embracing purpose-driven business strategies but their eagerness often means it has no bearing on their commercial targets. To marry revenue and purpose, brand chiefs from Coca-Cola and McDonald’s share five ways to marry brand purpose with revenue and not end up looking like an NGO.

The cause cannot define the brand

People buy into brands for many different reasons and the purpose “probably won’t be one of the most important” for most customers, admitted Nick Hindle, senior vice president of UK corporate affairs and North West division strategy and alignment at McDonald’s. Speaking at Read full story ›

Source: The Drum