by Ahmad Abu Zannad, Regional strategy director, Leo Burnett MENA
It has been proven by multiple sources that a brand anchored by a human purpose – one that gives it a meaningful, active role in people’s lives and stems from a strong conviction on how people ought to live their lives – does indeed deliver astonishing business results. For example, Unilever claims that ‘brands with purpose’ are growing at twice the speed of others in its portfolio. In Jim Stengel’s book Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies he analysed research conducted on 50,000 brands in 40 countries, ultimately creating a list of 50 purposeful brands. He showed how these
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