In an always-on digital marketing world, having strong brand purpose becomes essential to the process of engaging customers and changing their behaviour. From brand proposition to brand
positioning to brand purpose, we have witnessed a transformation in how brands communicate with their customers over the years. Great brands such as Nike, Dove and Samsung have evolved their marketing content in an attempt to keep up with fast-changing customer behaviour and habits. From that perspective, building brand purpose is an imperative for brand custodians if they are truly passionate about engaging the millennial and Gen X audiences.
The best definition of brand purpose I have he
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