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.
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 already have about the effectiveness of "branding".
At the best of times, branding is a moveable fea…
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Columns
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