Why a Standardized Scoring System Is Necessary to Evaluate Brand Purpose

A more scientific method may provide more clarity

Can a standardized scoring system help brands clearly understand their purpose and impact? Getty Images

Of the many buzzwords and phrases that have infiltrated the world of marketing, “brand purpose,” if not leading the pack, is most certainly in the top five. There are plenty of brands that make a compelling case, but understanding a brand’s standing in the world and the impact it has on humanity remains mostly vague.

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