Up to the minute articles about some of the most relevant issues facing the market research and marketing industries

Brand purpose – all you need to know

Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine its success – or failure. Context Quite simply, brand differentiation is everything.  An undifferentiated brand doesn’t stand

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