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THE PERILS OF PURPOSE

When a brand uses purpose for both positioning AND to communicate social good, it often forgets about distinction and differentiation. Very few can pull it off. Patagonia did, IMHO. "Build the best pr

19 Crimes named UK's favourite supermarket wine

Such good news to start the week to. 19 Crimes was a great brand to work on and another example of where, sometimes, global positioning doesn't quite work for local markets. Four weeks of analysis and

People feeling good about brands

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