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Establishing and activating brand purpose is a significant industry challenge. A new playbook from the ANA Center for Brand Purpose provides guidance for uncovering the “why” of a business.

Patagonia’s VP of global sportswear sees a bright future for recycled fabrics and fair trade practices.

Consumers don’t want a generic crisis response. They want a firm stance. This means not just being reactive; taking a stand on a values-related issue creates a clear point of difference, helping a brand distinguish itself from the competition, new research shows. For B2B brands, it’s time to take a stand.

Broadening the representation of female artists and producers in the entertainment industry? That’s music to Jennifer Breithaupt’s ears. In this Q&A, Breithaupt, global consumer banking CMO at Citi, discusses her company’s participation in the #SeeHer initiative, its launch of #SeeHerHearHer, how Citi uses its sponsorships to drive greater inclusiveness in the music industry, and more.

Highly trusted companies, or those with a great reputation, have a 5 percent profit advantage over companies that are not trusted, according to the Edelman Trust Barometer. Marketers and industry experts explain how to manage brand reputation to gain or maintain a competitive advantage.

Pioneering CMOs are using new approaches to marketing that put the customer at the forefront and are achieving business results that demand the C-suite take note. Here, according to research by Accenture Interactive, is how they’re doing it.

This Insight Brief provides marketers with resources for building a genuine brand purpose and shares best practices from brands that have successful merged purpose and mission into one.

The longtime business partner of Ted Turner and CEO of Ted’s Montana Grill leads efforts to champion sustainability, from pasture to plate.

Marketers can create customer-first brands by combining experiential and operational data.

NewYork-Presbyterian Hospital displays its purpose through varied marketing and communications efforts to connect with its patients, doctors, employees, and local communities.

Outdoor sports retailer Orvis has remained relevant in the digital age by establishing a more meaningful brand position and increasing its investment in purpose-driven initiatives.

Numerous brands have used Twitter to unite purpose and profit by starting culturally relevant conversations to reach audiences.

With nearly 1.3 million members, DAV (Disabled American Veterans) is dedicated to a single purpose: empowering veterans to lead high-quality lives with respect and dignity.

A panel of marketers shared their views and insights on the power of building a purpose-driven brand.

Talking about purpose has to be accompanied by taking action that’s authentic to your brand.

As part of its “Be an Outsider at Work” movement, L.L. Bean created the first outdoor coworking space to rethink the traditional office environment.

Mattel is investing in long-term activation for Barbie through commitments to brand purpose, shared values, and bold risks.

In this video, learn how, as part of its “Be an Outsider at Work” movement, L.L. Bean created the first outdoor coworking space to rethink the traditional office environment.

Chevron undertook a campaign to promote women in STEM careers.

Sallie Mae advised organizations on how to identify their brand purpose and then evoke it with their marketing.