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The Anatomy of a Purpose-Driven Brand

by Rachel Serpa

May 4, 2022

purpose driven brand

You may have seen the recent Alaska Airlines commercial where the brand is voted “The Most Caring Airline” by the likes of a Care Bear and Mother Nature. Or noticed that Victoria’s Secret has canceled its annual fashion show, hired its first plus-size model, and replaced its gaggle of angels with the VS Collective.

More brands are taking a stand on key issues, and marketers and creatives are looking for new ways to bring these values to life. But what does it really mean to be a purpose-driven brand? Take a look at what purpose-driven branding means to consumers, tips to help companies get it right, and which brands we can look to for inspiration.

purpose driven brand infographic