In this episode of Masters of Marketing, DEFY Brands founder Suni Sekhon joins us to discuss the importance of purpose in branding.
With consumers increasingly expecting businesses to demonstrate their social and environmental responsibility, being purpose-driven as a brand is the future – and may be key to a successful marketing strategy.
We discuss how brands can connect their impact to their core values and keep it relevant – whether by benefitting local communities or choosing a cause that’s a good culture fit for the brand. To get you inspired, Suni shares some examples of successful purpose-driven brands.
We also delve into the risk of impact washing, and how to avoid it through transparency, measurable actions, certifications, and creating authentic, meaningful change.
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