How do you show clients, customers, employees and stakeholders that your business ’mission statement’ isn’t just words, but truly stands for something, and really, does it matter?
Yes, it does matter, but it’s definitely time to define what it really means. Globally, the P word – Purpose – is integral to how a brand acts in public, and we are talking about the bottom line as much as the shop floor.
It feels inauthentic and out of character when a brand acts or comments politically. Brands try and fail to align with causes on a level that faces immediate backlash from customers and commentators alike. It can make or break campaigns, stall sales or set you back years in terms of b
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
