Purpose: Driving Business Strategy
Purpose: Driving Business Strategy

The concept of brand purpose has become a hot topic these days. How to develop; how to execute; and how to evaluate.  Bob Wheatley, CEO of Chicago-based Emergent, the healthy living agency and John McGarr, President of Fresh Squeezed Ideas, are two preeminent voices on this strategic development. They weigh in from both a behavioral science strategy and a marketing perspective.

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