Brands Have Learned the Value of Purpose. Now They Must Actually Become Purpose-Led

Follow the examples of Airbnb and Tumblr

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Almost four years ago at the Forbes CMO Conference in Miami, I told the audience of business and brand leaders that “purpose is the new digital.” The notion of purpose will change the commercial dynamics of brands in the same way that digital transformed (and is still transforming) the way people buy and sell stuff.

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