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Brand purpose with Kantar: why we need it, cultural tensions, and 'nice to have' vs 'need to have'
28th October 2021 • The Marketing Society podcast • The Marketing Society podcast
00:00:00 00:36:58

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For the latest Marketing Society podcast host Mike Piggott spoke to Head of Brand Domain Consultant team at the Insights Division at Kantar, Adele Jolliffe, about building brands with purpose.

They discussed the definition of purpose, how both emotional and rational parts of the brain are at play when it comes to decision moments, the gap between your values and your actions, being meaningfully different, and the dangers of purpose in derailing fundamental brand building.

Useful links...

Building brands with purpose: a new era for brands, but the old rules still matter (

Kantar Talks 2021: Winning the Growth Reset

Friends From A to Z | Podcast on Spotify (Adele co-hosts a podcast about TV show Friends)