Should brand purpose intrude religion?

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Conny Braams, Unilever’s chief digital & marketing officer recently elaborated on the new bottom line in brand building — People, Planet, Profit. She said the power of brand “purpose” is no longer a buzzword, but a business imperative. She went on record to say that the events of the past one year have brought into sharp focus the growing relevance of brand “purpose”. “Not only the need for brands to have a clear and authentic purpose, but to act with intent on that promise”, she stressed. Ms Braams’ utterances could not have been mor.....

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