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.
University of Oregon / Brandon Bullas