Redefined or reimagined? Probably neither. In fact, definitely neither.
It’s all too easy to think of brand purpose as some kind of transitory consideration, one that ebbs and flows with the marketing wind.
However, purpose is never a brand opportunity, and never can be, but a brand responsibility for those who choose to step up and take it.
If there has been even a sliver of silver lining to this COVID-19 era that we are living through it has been that some of the challenges we face in our world today have been drawn into sharper focus than perhaps ever before, challenges of prejudice and fairness, challenges of behaviour with regards what is right and not so right for the planet and its people.
That brands can and should lend their weight to such challenges, authentically, from the inside out, is, for us, beyond question.
However, not simply in reaction to what people want but to help inspire what people should demand, setting the bar higher and higher for brand and organisational behaviour.
That is why we set up, to build and grow brands for which the whole world benefits. It was a choice we made. It would be quite lovely if others, if more, within our creative industry chose to make a similar choice.