Shaun Smith and Andy Milligan look at how leaders have succeeded or failed with empathy during Covid, and what does this mean for brands

There has been a lot of discussion about ‘brand purpose’ in recent months. Debates have raged in social media and in the press about whether brand purpose is a valid marketing strategy...

What does your business look like “post-Covid”? It’s a recurring, inescapable question right now, and one that goes to the heart of any virtual boardroom.

We know from experience that brands don’t like to rock the boat. Mistakenly thinking that it’s best to stay in the middle lane.

I’ve always had a hard time swallowing our industry’s self-regarding and dishonest conception of brand purpose.

Marketers have moved from grief to action over the last week as they grapple with the rapidly evolving COVID-19 crisis.

What the new generation of consumers signals for the future of brand purpose (and why so many brands are getting it wrong)

In the wake of the fiscal crash of the mid-70s, the city had slashed the number of police officers on the beat...

“Be brave”. What does that really mean in business? What does it mean for marketers?