04
Jun
Salonee Gadgil

Brand purpose cannot start with comms

Posted by Salonee Gadgil

Brand purpose has become more central to our discussions over the years, claiming a coveted seat at panel discussions. You know the sort, where woke creative types with sombre expressions, quirky glasses and a righteous keep cup gather to talk about important things. I go to them too, with my keep cup – it’s made with recycled materials, thank you very much.

I’m not imagining the rise of brand purpose. I like evidence. A quick nosey around Google Trends will show you how the global search volumes for the term ‘brand purpose’ have been on the rise over the last five years.

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