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S05.EP19 - Rethinking Brand Purpose with Nick Asbury

JUST Branding

CHAPTER

Navigating Brand Purpose in Advertising

This chapter explores the complexities of brand purpose and its influence on creativity within the advertising realm. It distinguishes between 'purpose' and 'proposition', advocating for a customer-centric approach while considering diverse consumer perspectives. The discussion highlights the importance of creativity and adaptability in branding, suggesting that successful marketing transcends grand ideals to engage effectively with audiences.

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