Mark Ritson

Brand purpose? Isn’t that positioning of old?

Tess Waddington

I had one of those meetings last week that you expect and dread with equal measure. An old friend of mine, who works in marketing and reads far too much to be good for him, asked me out for a beer and then wanted some advice. The brand he works for does not have a ‘brand purpose’ and he wondered if this would limit future growth and, perhaps worse, signal his team were deficient in brand management.


    Leave a comment