Brand Leaders: Here's How To Avoid The Purpose Trap

Defining a higher purpose for a brand has become near-standard practice. But in this highly charged, socially polarized environment, marketers must be careful to avoid the "purpose trap". It's all about honestly assessing values, aligning internally and articulating a credible brand aspiration.

from Forbes Real Time http://www.forbes.com/sites/peterhorst/2017/07/26/brand-leaders-heres-how-to-avoid-the-purpose-trap/
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