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.

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20 Jun 2025

7 min read
Dr Marcus Collins: ‘It’s easy to celebrate Pride when there are no consequences’
Cameron Clarke ,
Editor ,
The Drum

10 Jun 2025

16 min read
Typhoo’s purposeful rebrand wasn’t my cup of tea. Did it kill the 120-year-old icon?
Sian Conway-Wood ,
Senior managing partner

02 Jun 2025

6 min read
​If AI doesn’t know your product, no one will
Gemma Spence ,
Chief digital commerce officer ,
vml

13 May 2025

2 min read
Beyond the tote: is it time for a marketing merch makeover?
Jenni Baker ,
Senior Editor ,
The Drum

06 May 2025

4 min read
Tennis legend Stan Smith on purpose, trust and chasing every ball
Margo Waldrop ,
Content Writer ,
The Drum

01 May 2025

8 min read
‘It’s a rallying cry’: Sweaty Betty’s CMO on leading with confidence
Amy Houston ,
Senior Reporter ,
The Drum

01 May 2025

6 min read
‘We stick to our principles’: Why Lush is doubling down on trans support
Jennifer Faull ,
Deputy Editor ,
The Drum

24 Apr 2025

8 min read
If creatives can’t call out greenwashing, how can we ever engage with reality?
Polina Zabrodskaya ,
Creator and climate campaign

14 Apr 2025

5 min read
GLP-1 didn’t just upend Weight Watchers. It’s exposing a wider brand dilemma
Margo Waldrop ,
Content Writer ,
The Drum

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