Truly successful brands go beyond the old idea of utilitarian advantage. Their marketing mission is to communicate an enduring, higher purpose not just in what they say but in everything they do.

IBM is an example of

Truly successful brands go beyond the old idea of utilitarian advantage. Their marketing mission is to communicate an enduring, higher purpose not just in what they say but in everything they do. IBM is an example of

Share Brand Reality #6: Purpose-Driven Brands: It's important to stand for something important

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Brand Reality #6: Purpose-Driven Brands: It's important to stand for something important

Brand Reality #6: Purpose-Driven Brands: It's important to stand for something important