Learn about brand purpose and positioning with marketing insights from Adweek's global network of journalists and guest contributors. What do the world's biggest brands like Amazon, Nike and Uber stand for? What influences them? What drives them? Adweek’s Brand Purpose offers exclusive insights from brands that have transformed the world of advertising, on why they exist other than to make a profit, what they do and why they do it.

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Reformation’s Monica Lewinsky Campaign Reflects Power, Purpose and Promise

The brand featured the former White House intern-turned-activist in this year's voter advocacy campaign.

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Influencer Marketing Needs to Adapt: A Cautionary Lesson From Tarte Cosmetics

What brands can learn from the #TrippinWithTarte Bora Bora backlash.

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Inside the Global Quaker Campaign Making Everyone Cry

Running throughout 2024, the Quaker campaign is an example of how PepsiCo plans to market its power brands consistently around the world.

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More Change at Unilever as Brand and Inclusion Chief Aline Santos Exits

The CPG veteran first started at Unilever 35 years ago.

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Snacking Tomato Company NatureSweet Picks Bakery as New Agency of Record

Snacking tomato company NatureSweet picks Austin-based Bakery as new agency of record.

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Thanks to Gen Z, Deeper Connections Will Become the Currency of the Future

The 5 levers that fuel organic brand love when it comes to this cohort.

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Original Curly Queen Tia Mowry on Simplifying Haircare

4U by Tia is committed to affordable, natural products.

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Q&A: Cotopaxi CBO Brad Hiranaga Details Why It Sponsored Sundance’s Iconic Director’s Jackets

Cotopaxi’s chief brand officer, Brad Hiranaga, spoke with ADWEEK about his first partnership with the Sundance Institute, and what’s next for the Utah-based brand.

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Robert Kraft’s Foundation to Combat Antisemitism Will Air Its First Super Bowl Spot

This is the first time the Foundation to Combat Antisemitism will air an ad in the Big Game.

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One Team, One Dream: What Marketers Can Learn From Dove and Nike Partnership

The Body Confident Sport program exemplifies how big of an impact brands can make together.

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Want People in Your Stores? Create a Connection, Not Just a Product

A closer look at the Kendra Scott business architecture that supports corporate philanthropy.

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Jezebel Relaunches Under New Ownership, Eyeing Direct Advertising

The publisher hired an editor in chief and is working to migrate its website.

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2024’s Marketing Strategy Is No Longer About Brand DNA

The brand genome is the central strategic tool leaders have at their command.

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3 Lessons for Startups to Make Their Early Marketing Successful

After prior app success, Juan Pablo Ortega is doing it again for his global payment management company, Yuno.

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How Cotopaxi’s Mission Informs Its Branding

Chief brand officer Brad Hiranaga shares how the outdoor apparel brand strikes meaningful collabs and experiential activations.