Like hurricane Katrina turned a brand like Walmart into a purposeful organisation, over the past decade, and in particular during the past two years, crisis has been one of the main drivers of brand purposefulness. Going beyond profit, making a change in the society and the world, and improving lives have become top priorities for many CEOs and marketing managers. No longer an option. purposefulness has become an act of conforming and box ticking. Brands conform to the expectations of society an
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