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Branding is vital, and so is purpose

Advocates of purpose in business say brands have no choice but to address customers' more profound concerns to win their loyalty.

CONTROVERSY-HIT BRAND: Amazon appears to harbour its own ugly secret, according to an August 2015 article by The New York Times entitled "Inside Amazon: Wrestling Big Ideas in a Bruising Workplace".

IF you are a practising brand consultant with even a small amount of passion and commitment for your work, the recent Volkswagen malpractice revelations as well as the New York Times piece that exposed Amazon's "bruising" workplace practices will reinforce the always present doubts you should

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