The true meaning of brand purpose: Why the most effective campaigns are inclusive, not divisive

Looks at effective ads from the US and UK for signs of brand purpose and analyses the kind of purposes and causes they supported.

Like most terms which inspire heated discussion, ‘brand purpose’ is a slippery thing to pin down. Is it something similar to the old ‘mission statement’? Is it a way for CEOs of huge corporations to assert their right to a say in world affairs? Is it...