Brands with purpose

Did you know that if most of the world’s brands disappeared tomorrow almost no one would notice? What is happening in the world of advertising? Why are brands failing to connect in a meaningful way with people? Consumer habits and the way we interact with brands have changed forever with the digital revolution. The democratisation of access to information transformed the way we connect and empowered people. As a result, marketing and advertising entered a process of revision and profound transformation. Strategic thinking, people-centred design and business models that take a triple bottom line approach are some of the tools that purpose-driven brands are incorporating to adapt to the changing context and bring differential value to their businesses. This book invites us to reflect on the paradigm shift that is taking place in the world of brands in order to unlearn, re-learn and appropriate new processes and tools that allow us to create strategies, ideas and actions that bring real value to people’s lives.