What Beyoncé Teaches Brands About Being Truly Purpose-Driven

Value proposition will always lose out to a company with convictions

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“Purpose-driven” brands? What a crock.

For the past five years or so, purpose-driven anything—be it brands, marketing, companies or what have you—has found itself squarely affixed within the zeitgeist of our industry, the talk of today’s most prominent marketing thought leaders.

But what is there to debate? Should brands be purpose-driven? Of course they should, if for no other reason than the fact that brands are inherently purpose-driven.

Brands have a purpose, and they are driven by it, whether we like it or not.

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This story first appeared in the Nov. 14, 2022, issue of Adweek magazine. Click here to subscribe.