Post-Modern Brands: it takes a brand village

Each month The Drum will publish a chapter from “Paradox: Feeling Machines and the Rise of Post-Modern Marketing”. The fifth chapter, Post-Modern Brands: It Takes a Brand Village, explores the rise of customer-shared purpose “as the new positioning and the new value proposition.”
Purpose is not new to brand marketers. For decades, purpose has been embedded in mission statements, brand promises and, more recently, corporate social responsibility campaigns. But there’