Jon Tipple, FutureBrand's Global Chief Strategy Officer, reacts to the news that Unilever’s new CEO Hein Schumacher plans to stop “force-fitting” purpose on the company’s brands.
In a world where the only certainty is uncertainty itself, Head of Strategy, Victoria Berry writes that driving competitive advantage by strengthening the connection between your brand’s purpose and everyday experience remains the one and only constant.
Brand Experience Director, Sam Hughes highlights how the organisations that have performed well in this year’s FutureBrand Index are the ones able to deliver a tangible impact and avoid the ‘purpose void’ caused by a failure to deliver on their promises.
Thanks to the annual FutureBrand Index, a global brand perception study, we can see which brands are ticking the right boxes in consumers' minds – but if you ask Strategy Director, Emma Waterman, there is a 'purpose void' looming in the corporate world.
This year’s FutureBrand Index once again proves the point that when you strengthen the connection between your brand’s purpose and the everyday experience, your brand gives your business a competitive advantage. But 'What's the x-factor?' asks Rich Curtis, CEO Australia.
Innovation-focused companies making an essential impact on people's everyday lives create the strongest brand perceptions.
eBay Australia goes back to its roots to celebrate its diverse community of buyers and sellers.
Driving diversity with a new brand strategy to grow the game, however you play.
FutureBrand Australia joins a global movement of organisations that believe business can be a force for good.
Bridging the Say-Do Gap