Is it possible to ‘retrofit’ purpose?

Brand loyalty

Companies must have a purpose beyond profits to compete in a modern business environment, but can traditional institutions retrofit a corporate purpose authentically?

Expert advice on how to build brand transparency

CMO

Brand transparency is no longer an option, but a marketing requirement. Seven marketing experts discuss their biggest challenges when it comes to improving brand transparency and consumer trust

UK poised for era of who cares wins?

Responsible sourcing and sustainability must become a positive part of a brand’s aspiration as economic revival risks unethical practices in the supply chain, writes Jim McClelland