Study Finds A Brand's Purpose Isn't Necessarily To 'Do Good'

There's a considerable disconnect between the concept of "brand purpose" and the role of brands actually "doing good," according to findings of a survey conducted by The Internationalist, which was published as part of just-released handbook on brand purpose published by the Association of National Advertisers.

While the method and sample base were not disclosed, the survey found 78% of marketers believe there the two ideas are "often confused," while only 60% believe they should even be linked. Only half of marketers believe there is an "authentic intersection" between a brand's purpose and the brand actually doing good.

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