Episode Overview

In episode 12 Andy Goram is joined by Giles Thomas from MIMO Brands to discuss what's gone wrong with Brand Purpose. It's come in for some real stick recently and there looks to be a whole bunch of confusion with it.

 

In this honest conversation, Giles and Andy wade through what's going on with Brand Purpose, the link and confusion with the sustainability agenda, why "profit" is not a dirty word, how marketers have to take a large part of the blame for the confusion, why business has to step up, as well as offer up some examples of who's doing it well.  Although, even that throws up some controversial suggestions. In the end it's all about linking up purpose, profit, people and planet to the best effect possible - no small feat then!

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Useful Links

Follow Giles Thomas on LinkedIn here

Follow MIMO Brands on Twitter here

Follow MIMO Brands on Facebook here

Follow MIMO Brands on LinkedIn here

Visit the MIMO Brands website here

Read the McKinsey article here

Read the Bain & Co. article on Company Purpose here

Read the Bain & Co. article on Brand Ethics and Sustainability here

Full Episode Transcript