By Mindi Chahal

Companies that follow through on a ‘brand purpose’ to add meaning to products and services enable consumers to trust and connect on an emotional level, according to a new index that ranks the top 100 companies on this measure.

Purpose can be defined through a brand slogan, a commitment to sustainable living or schemes and projects that give back to local communities, but companies that come out on top do more than communicate purpose (see What is the brand index purpose?, bottom). They also see a benefit to their financial results and other key performance indicators (KPIs).

The top 10 companies in Read full story ›

Source: Marketing Week