MarketingMarketing Week
Brand purpose vs. brand promise — a renewed debate
Context
A Marketing Week column revisiting whether 'purpose' has overtaken the simpler 'promise' as a brand-building principle.
Key takeaway
Purpose without a credible promise reads as performance. The most durable brands keep both — and prove the promise before they amplify the purpose.
My reflection
A useful frame when reading any campaign critically: ask first what the brand reliably delivers, then what it claims to stand for.
Brand
Marketing
Trust