Cómo implementar el propósito de marca para que aporte valor a la empresa

For me, the purpose of the brand is to name something that we have actually been talking about for many years. The brand purpose defines the soul of the company, defines its heart, in short, it tells us about what gives meaning to the company beyond sales.

It seems that with this trend that we see in some companies and in a vast majority of marketing blogs, including this one, we have just invented the wheel. And as usually happens in marketing, what we have done is to name a behavior to an aspect of the relationship between consumer and company.

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