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Prism articles

Brand Purpose – The new strategic imperative

Aurélia Bettati, Eytan Koren

Edition: 2 / 2016

Brand Purpose – The new strategic imperative

Digitalization is a game changer when it comes to brand. The Brand Purpose, the “reason-to-exist” of the company, gives a unique backbone that drives strategy, product offering, and customer experience and creates customer engagement and loyalty. Should companies rethink their Brand Purpose in the digital age?

Download File Brand.pdf (.PDF, 1.2 MB)

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