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3min chapter
The Challenger Brand Cleaning Up Home Care
On Brand with ALF & Rory Sutherland
The Importance of Purpose in Marketing
The ethics and the sustainability of our brand is a layer to the brand. The hygiene factor, the table stakes for us to play in the category are that we have to do what it says on the tin. So that kind of efficacy and performance has to be there. I was thinking of it the other day and thinking that purpose, once you might call some sort of altruistic or high-minded purpose, isn't a reason to buy in and of itself. You need the product efficacy to buy, it is a reason to change.
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