TorchMedia | INSIGHTS


The purpose behind the jargon

31 Jan 2011, Posted by TorchMedia in Blog, Grocery

The latest catchcry we’ve heard from Procter & Gamble’s marketing gurus is “purpose driven branding”. Surely all branding is driven by a purpose? Or, taking a more forgiving approach, how is that different from cause related marketing? In a recent interview with The Economic Times, P&G’s global marketing & brand building officer Marc Pritchard attempted to explain. Purpose in P&G-speak is much more than a cause or a corporate responsibility, it takes a broad view of how a product improves the…