Why FMCG brands need to rethink their purpose - CampaignLive

CampaignLive
Why FMCG brands need to rethink their purpose
CampaignLive
Ultimately I think brand value is still rooted in purpose. It has to respond to a consumer need or desire and if it doesn't do that, then the brand won't have longevity. What has changed hugely is the way a brand has to communicate its value. We know ...