Is brand purpose all it's cracked up to be?
The IPA has suggested brand purpose campaigns outperform ones without a purpose, but a deeper look at the stats suggests otherwise.
Source: campaignlive.co.uk
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Brand purpose skeptics take a 'very different story' from Peter Field's IPA study
The methodology and findings of recently-released research from Peter Field and the Institute of Practitioners in Advertising (IPA) exploring the effectiveness of brand purpose marketing campaigns have been criticized by several prominent marketing industry strategists – underlining the intense debate still occurring around this hot topic.
Source: thedrum.com
Brand purpose sceptics take a 'very different story' from Peter Field's IPA study
The methodology and findings of recently-released research from Peter Field and the Institute of Practitioners in Advertising (IPA) exploring the effectiveness of brand purpose marketing campaigns have been criticized by several prominent marketing industry strategists – underlining the intense debate still occurring around this hot topic.
Source: thedrum.com
It's time adland ditched the 'B word'
Adland uses the word 'brave' with abandon. But given real life is full of instances of genuine bravery – especially in these strickened times – 'brave' advertising is a misnomer that needs to be ditched.
Source: campaignlive.co.uk
What can everybody else learn from us?
We should take a break from trying to learn from others and think about the wisdom we have to share for a change.
Source: campaignlive.co.uk