Brand Fusion: Purpose-driven brand strategy

Terry Smith,Tom Williams

Brand Fusion: Purpose-driven brand strategy
Format
Paperback
Publisher
De Gruyter
Country
Germany
Published
5 July 2022
Pages
620
ISBN
9783110718348

Brand Fusion: Purpose-driven brand strategy

Terry Smith,Tom Williams

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Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profi t with purpose, are sustainable, and create mutually benefi cial meaning.

It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

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