What is brand purpose?

Product, Price, Place, and Promotion. While the 4 P’s of marketing have remained a cornerstone of marketing theory, a 5th P has been making a strong case for its inclusion. Purpose (brand purpose) has become an essential ingredient for solidifying brand identity…

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What brands can learn from JK Rowling

But what effect will the latest debate over inclusive menstruation have on brands? And should we be using inclusive terms across all categories? Changing our targeting language to ‘people with periods, people who shave their faces or people who drink baby formula’ instead of women, men or infants.

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Into the Wylde – finally, a lube for ladies

Creating the brand messaging highlighted some very real issues around fem-care messaging  – we wanted to be progressive, forward thinking, even bold, but can we really say ‘vulva’ on the pack? and will we sound like a GUM clinic doctor if we do?

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What is brand purpose?

Product, Price, Place, and Promotion. While the 4 P’s of marketing have remained a cornerstone of marketing theory, a 5th P has been making a strong case for its inclusion. Purpose (brand purpose) has become an essential ingredient for solidifying brand identity…

Read More