WARC Toolkit 2018
How necessary and valuable is it for a brand to focus its activity on a single, consistent brand purpose?
Many advertisers, such Unilever and Procter & Gamble, have succeeded at brand building for the long-term with campaigns focusing on societal causes. However, despite many brands claiming that a consistent brand purpose has fueled growth, in 2017, a backlash began against the cynical and inauthentic use of social causes within brand advertising. In 2018, redefining purpose will be a key challenge for the industry.
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