Patron just showed us what purpose really is and what it can do for brands
Brand purpose has become the villain of marketing strategy. People have it confused and, quite like the word 'woke,' it has been used to bamboozle marketers into shutting down decent campaigns.
Marketing's woke' rebrand has ultimately helped the far right | Eugene Healey
The evolution of marketing has shifted from tangible benefits to symbolic and value-based connections, yet it has become paradoxical with social and economic progress.