Who cares wins: Why brand purpose matters

We’re at the tipping point of trust, where once again, the winners will be the least expected. Post Trump, Post Brexit, Post Trust, the only certainty we face is uncertainty. As we begin to search for meaning, leadership and purpose, it could be that brands end up trumping politicians. In the blue corner, the political establishment has left a majority feeling let down, and in seeking to prop itself up, has instead undermined its credibility by forcing deep, complex, social unres