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S03.EP17 - Disruptive Innovation + Purpose-Driven Branding with David Aaker
JUST Branding
How Do You Think About Social Programmes?
A lot of these programmes came from somebody in the organization having epiphany. So there's some spark somewhere in the organization. And it all starts with a purpose. If you don't have a purpose that accepts or encourages these programmes, it's not going to go anywhere. But if you have a purpose, and they say, we get a programme toa fulfil this purpose, where are we going to get it? You would ideally like is a programme that can use your resources or nohow, and a programme that has enough overlapped and feels like a fit so that it can be integrated into your business model well. I mean, if you make suppositories, or you make you know
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