FEATURE12 February 2020

Building a framework for brand purpose

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Features Impact UK

Purpose is one of the marketing industry’s favourite buzzwords. Twitter’s Rob Turnbull shares research into what brands should and shouldn’t do when creating purpose campaigns.

I expect most readers will have already seen or heard ‘brand purpose’ discussed; the advertising industry seems obsessed with the topic.

But what’s changed is that large and established organisations have now started to embrace the concept fully. We’ve seen ...