Brand purpose should come from the top

Brand purpose should come from the top View Gallery
Kay McCarthy and Kathy Troy of planning agency MCCPFeargal Ward

The business of account planning is broken and outdated. So says Kay McCarthy, managing director of planning agency MCCP, who believes that planning had not changed since it was invented in the 1960s.Her solution: brand purpose, a term that is cropping up with increasing frequency in the marketing strategies of major brands such as Coca-Cola, Heineken and Unilever.

In basic terms, a company’s brand purpose defines why it exists. The company then refers to...

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