Bacardi, New Balance, influencers: 5 things that mattered this week and why

Bacardi creates a brand purpose to boost millennial loyalty
Brand purpose is a hot topic at the moment, it seems like every brand is trying to attract millennials by heaping significance on their product and tacking on a ‘purpose’, with some more tenuous than others.
Bacardi is now joining the purpose-driven club with a £12m marketing push to launch its brand purpose ‘Do What Moves You’, which aims to “shine a spotlight on the brand’s belief in the power