Inside the Master’s Program Dedicated to Brand Purpose

University of Oregon's first cohort graduates this spring

The University of Oregon's first brand responsibility master's cohort at 72andSunny. University of Oregon / Brandon Bullas

The conversation and examples of brand purpose continue to accelerate rapidly. Though at times the term can still be considered a buzzword, brands are not only seeing but understanding the value purpose can bring to the bottom line in the form of enthusiastic consumers. On the conference circuit, more panels and discussions revolve around brand purpose, and the accumulated wisdom circulates throughout the marketing ecosystem. In essence, a living playbook is emerging at agencies and brands.

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@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.