Should purpose-driven or social good marketing be a part of your marketing mix? The idealistic answer is yes, but how it comes to life depends on your brand, consumers, and strategy. We think marketers need to learn how to integrate the concept of Brand for Good into their brand management practices. But, what does Brand for Good mean? For us, we advocate that brands operate from a place of purpose, with a sense of responsibility that takes into account multiple stakeholders (not just investors), and with a bias towards action.
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