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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Avon’s CMO Says It’s Been ‘Deprived’ of Brand Investment. Now It’s Back With a Bang

Bold reboot will transform the brand from the inside out.

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Big Finance Has a Sustainability Problem. These Brands Have Solutions

The Co-Operative Bank and Make My Money Matter want to show consumers the power of their money.

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The Big Scoop on Unilever’s DTC Ice Cream Plans

Ben & Jerry’s owner is on a mission to bring tubs, soft serves and more to a sofa near you.

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Be Honest About Which Causes Your Brand Can—and Can’t—Commit to

How realistic is it that your business has the authority, scope and expertise to have a meaningful impact on an issue?

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What Beyoncé Teaches Brands About Being Truly Purpose-Driven

Value proposition will always lose out to a brand with convictions.

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What Does Brand Value Amount To in 2022? About $3 Trillion

What Interbrand's top 100 brands report says about how to win in today's marketplace.

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Adidas’ Top Marketer Explains Why It Took Time to Respond to Kanye Antisemitism Controversy

Vicky Free said sports giant's 'conviction' against hate speech is clear.

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For Retailers, Experiential Brings All Parts of the Brand Together

Unlike nimble digital strategies, experiential retail has permanence and requires getting it right the first time.

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BrewDog Declares Itself ‘Proud Anti-Sponsor’ of 2022 FIFA World Cup

Brewer still plans to host viewing 'fan zones' in bars.

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Can Brands Avoid the Next ‘Kanye-In-Waiting?’

Public behavior and styles of speech provide signals of where the bounds of what’s acceptable—and what’s prohibited—are drawn, Greenblatt said.

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Do Brands Need a New Trade Group to Realize DEI Goals?

“BRIDGE was formed to help companies identify and prioritize their gaps as well as provide a framework to bridge them,” Sheryl Daija said.

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Jennifer Sey: Get Comfortable With the Discomfort of ‘True Brand Purpose’

In a new book, the former Levi’s executive has no regrets and takes aim at discussions of corporate values and what consumers actually care about.

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Major Brands Leave Social Activism on the Bench Ahead of FIFA World Cup 2022

Qatar tournament is a game of two halves for sponsors and fringe brands.

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Adidas Ends Relationship With Kanye West Over ‘Offensive Behavior’

Termination of Yeezy deal will see the company take an immediate $246 million hit

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Your Brand’s ‘Net Zero’ Claims Are Nothing but Hot Air to Consumers

Study shows urgent need for green terminology to be simplified.