If finding your brand purpose is purely a marketing activity and doesn’t meaningfully address how your business operates, it’s akin to “putting lipstick on a pig” says Benoit Wiesser, Chief Strategy Officer for Asia at Ogilvy. He delves into how to look beneath the veneer to build a brand purpose which truly meets the needs of your stakeholders.
Gain Actionable Insights Into:
- Why people so often fail in building an effective brand purpose
- Frameworks to help you get to the essence of your “brand's best self”
- How to use this mission to positively drive your activity as a business
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