The Anatomy of a 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.