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Brand purpose with Kantar: why we need it, cultural tensions, and 'nice to have' vs 'need to have'

Published on: 28th October, 2021

For the latest Marketing Society podcast host Mike Piggott spoke to Head of Brand Domain Consultant team at the Insights Division at Kantar, Adele Jolliffe, about building brands with purpose.

They discussed the definition of purpose, how both emotional and rational parts of the brain are at play when it comes to decision moments, the gap between your values and your actions, being meaningfully different, and the dangers of purpose in derailing fundamental brand building.

Useful links...

Building brands with purpose: a new era for brands, but the old rules still matter (kantar.com)

Kantar Talks 2021: Winning the Growth Reset

Friends From A to Z | Podcast on Spotify (Adele co-hosts a podcast about TV show Friends)

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

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