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Purpose becomes real when it’s personal

To adopt a cause is no longer enough for brands, now they must help make a difference, writes Rain’s Kavita Ramrakhiani.

We all know the story. It began with brands that were built on rational benefits. Then there was emotional benefit, and then came ‘brand purpose’. What we originally knew as cause marketing or CSR campaigns got a whole new meaning through an idea propagated by former Procter & Gamble CMO Jim Stengel in his
2011 book Grow. He believed and proved that many large-scale advertisers and brands found success with ideas and campaigns that focused on societal issues and causes. To have a brand purpose is to have a shared goal of improving people’s lives – the higher-order benefit a brand brings to its customers.

Purpose is what happens when brands grow up.
Over the years, we have s

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