Inside the Master's Program Dedicated to Brand Purpose

University of Oregon's first cohort graduates this spring

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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.

But what about the next generation of marketers—especially those who have yet to gain valuable work experience and insight into brand purpose? In the academic world, several colleges and universities have outstanding brand leadership programs, yet only one school, the University of Oregon’s School of Journalism and Communications (SOJC), has

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