Positioning has long been a linchpin of any branding campaign, but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a ...

By crafting a narrative that highlights your brand's purpose and values as well as the customer's journey, you can forge ...

And in an era where self-care is commodified, messages of “finding your purpose” are ubiquitous ... who's trying to figure out their personal brand, especially on a platform like Instagram?

A BBDO Asia report finds growing demand for brand purpose in the region and BBDO’s Hans Lopez-Vito examines how brands have become an unlikely ally for Asian citizens as they look for help to step up ...