When brands are simply trying to be agile to cope with the rapidly changing consumer behavior and marketing landscape, experts say strong brands leverage on their core. It is very easy to lose a brand’s identity especially when bottom lines are at stake. With the proliferation of environmental issues i.e. climate change, moral issues i.e. equality in opportunities, gender, age and the pandemic which all contribute to a brand’s dilemma, how can brands protect their consumer connection and stay afloat?
Learn from the professionals as they dissect the importance of brand purpose. Does it even matter in the current market scenario? How do brands ‘stay the course’ when technology seems to have overtaken them? How do you now balance brand purpose and profitability? How do you preserve the core yet stimulate progress?