How Brand Purpose is driving the new-age business


There’s a reason why the Brand Purpose is redefining the way businesses are thinking. It permeates brand strategy, corporate culture and even product positioning. We think it’s because the Brand Purpose distances itself from marketing objectives and management directives. It’s the simple essence of a brand. It’s not something created. It’s not aspirational. It’s defined […]

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Nobody needs Advertising

Nobody needs advertising. Woe betides the brands whose managers place sole responsibility on advertising agencies to build sales. Pick up a newspaper. Retail and real-estate brands clamour for attention with full-page spreads cluttered with discounts and offers. Why is advertising today aimed at short-term profits? It never builds a brand, and never brings in long-term, […]

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