Finding a Purpose That Makes Sense for Your Brand

It should be consistent with your company’s values and priorities

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

The announcement by the Association of National Advertisers late last year that brand purpose was chosen by its members as the 2018 Marketing Word(s) of the Year served as a timely reminder that so-called purpose marketing has come of age. But that doesn’t mean that marketers have discovered the secret sauce for making it work.

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