Brand purpose has become more complex to navigate, and there are no simple solutions - yet understanding the issue is still ...

Positioning has long been a linchpin of any branding campaign, but more recently it’s been dethroned by what Professor Alice Tybout terms a “higher order” — brand purpose, which is a way of making a ...

In Stories That Stick, Kindra Hall emphasizes the power of storytelling to connect with emotions and reinforce a company’s ...

An idea that's hit the business world like a tsunami in recent years is "higher purpose." In 2019, the Business Roundtable of 181 leading CEOs signed a declaration of "purpose over profits." That same ...