Brand purpose

Whether it’s Bodyform breaking taboos, Patagonia expressing its eco credentials or Ben & Jerry’s taking a stand on any number of societal issues, we look at brands’ reasons for being beyond just making money.

We take a closer look into a brand's purpose - its reason for existing and the things it stands for.

All Marketing Brand strategy Marketing budgets Brand purpose

New

3 min read
‘We’re the official nipple protector’: how Unilever lets communities rewrite the brief
Jenni Baker
Senior Editor
The Drum

4 days ago

6 min read
The brands that last 100 years have this in common
Alex Hardiman
Senior strategist, We. Social Impact
We. Communications

12 Jun 2026

6 min read
Johan Gustafsson: We pitched two popes to provide a Popemobile for Gaza
Johan Gustafsson
PR Director, Creative Director, Partner
Differ Agency

09 Jun 2026

7 min read
Why Gallagher is betting on athletes beyond the final whistle
Reuben Webb
B2B Editorial Lead
The Drum

26 May 2026

19 min read
Who Gives A Crap CEO Simon Griffiths on making toilet paper worth talking about
Tim Healey
Founder

21 May 2026

6 min read
Dove’s Melissa Grevstad on why brand purpose only works when it starts small
Margo Waldrop
Content Writer
The Drum

20 May 2026

6 min read
The best purpose-led campaigns provoke different responses across their audience
Jenaifer Sethna
Senior account executive
Pangolin PR

14 May 2026

2 min read
Ad of the Day: Andrex tackles labor poo taboo
Jennifer Faull
Deputy Editor
The Drum

07 Apr 2026

10 min read
Virgin Atlantic’s Annabelle Cordelli on trusting instinct as much as data
Tim Healey
Founder

20 Mar 2026

10 min read
Ben & Jerry’s co-founder Ben Cohen on his campaign to ‘free’ the brand from Unilever
Sam Anderson
Intelligence editor
The Drum

13 Mar 2026

5 min read
Protecting your brand’s soul in the age of AI
David Kessler
President/CEO
Starfish

20 Feb 2026

11 min read
10 Questions on Advertising... with British Heart Foundation CMO Claire Sadler
Matt Williams
Group marketing director
Smarts

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