Brand Management

Integrity, it’s been said, is not something to show off to others. It’s what you should be doing even when nobody’s looking. Integrity is the choice between what’s convenient and what’s right. Here's one expert's advice on how create a genuine culture of integrity.

Marketers are still fixated on the notion that purpose drives growth, when the whole point is that for most brands it will cost money and require sacrifice. Just look at Patagonia.

Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the right brands purpose will still be the most effective strategic choice.

We're standing extractive capitalism on its head in an unprecedented way. Patagonia created a way to lock in its purpose as a company—we’re in business to save our home planet—and unlock more funds for fighting the climate and extinction crisis.

Yvon Chouinard has forfeited ownership of the company he founded 49 years ago. The profits will now be used to fight climate change.

Major shareholder attacked the FMCG giant’s sustainability strategy.

Organizational change is a crucial component of any digital transformation effort but is typically the Achilles heel. Prophet’s organizational transformation model is designed to help business undergoing a digital transformation align on a customer-centric roadmap. Learn more about the modern model that will accelerate your business transformation.

Purpose is more than a marketing tactic; it’s much more than a term thrown

A study finds that when comparing two brands, purpose can make a big difference.