Two Worlds Collide
Michael Bayler
Strategist | Marketer | Author | Building Value and Growth in Emerging Technology
Corporate purpose and brand marketing have long been uneasy and inconsistent siblings.
The recent explosion of renewed interest in purpose - triggered by Larry Fink of Blackrock's widely-publicised purpose manifesto of some five years ago - prompted a tsunami of 'brand purpose' briefs to agencies.
But with very few noble exceptions, little of note has changed.
In the second of their two focused and incisive discussions, Michael Bayler and Colin Mayer bring together their respective - equally challenging - projects.
Looking at three purpose and brand cases - Novo Nordisk, Handelsbanken and Mahindra - and cutting through to a fresh and pragmatic approach to aligning purpose and marketing to deliver real growth by combining brand value, customer value and, of course, enterprise value.