Brand purpose has been a powerful component of modern brand building. But in this polarized, politicized environment, brands need to go beyond purpose and engage in the more timely and controversial issues of the day--or risk becoming viewed as irrelevant and inauthentic.
from Forbes Real Time https://www.forbes.com/sites/peterhorst/2017/10/18/brand-purpose-is-great-but-its-not-enough-just-ask-the-nfl/
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