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Purpose - Page 2 of 35 - Branding Strategy Insider

A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. Branding Strategy Insider explores the best practices in defining an effective brand purpose.
Employees Are Central To Leadership Marketing

There is another piece of news coming out of Silicon Valley aside from the banking debacle. And, that is Meta’s “year of efficiency” planning. Apparently, Meta’s leader, Mark Zuckerberg, has just discovered the benefits of financial discipline and operational excellence. In his recent memo to Meta employees, Mr. Zuckerberg indicated that this year will require a flatter and leaner organization. These principles are not new. Many enterprises have jiggered with organizational structures and more disciplined...

Brand Managers Guide To Embracing Sustainability

Being a “sustainable brand” has different meanings to different consumers. Some brands are purposefully built around sustainability. “Oatly was born sustainable. Its very existence is the manifestation of their mission. Specifically, to help support ‘a systemic shift toward a sustainable, resilient food system’ . . . to ensure the future of the planet for generations to come.”

Differentiation Lies Beyond The Unique Selling Proposition

The concept of the Unique Selling Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he called on brands to extend their product advertising from product features to the specific unique benefits their product delivers to consumers.

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