Brands are continuing to pull together and offer added value to both customers and the community at large during the COVID-19 pandemic.

​Unilever, the manufacturer of brands including Dove, Rexona, Lifebuoy, TRESemme, OMO, Surf, Streets and Continental, announced a wide-ranging set of measures to support global and national efforts to tackle the COVID-19 pandemic.

Brand purpose and community awareness has been becoming increasingly important over recent years. And with the rise of the COVID-19 crisis, it's never been more important than now.

Taking a stand against micro ignorance and celebrating the benefits of conversation over a cuppa lies at the heart of a new campaign from T2 targeting diversity and inclusion.

​After three years at the marketing helm of one of Australia’s most iconic swimwear brands, Adriane McDermott has wrapped up her role as CMO of ​Seafolly​.

​Brands that do not stand for something are wasting their power and their voice, not to mention commercial opportunities, said a professor of management at Macquarie Business School.

The bushfires that devastated so many communities across Australia in 2019/2020 resulted in an outpouring of help for those affected by the nature disaster.

Brand purpose is not just making nice words and taking no action. The increasingly savvy consumer demands a demonstrating of what brands are dong to make the world a better place before handing over their money.

Last September, outdoor adventure apparel and equipment retailer, Kathmandu, turned heads by announcing it had become a certified B Corporation.

As a time when brand purpose and brands standing for positive change is gaining traction in marketing and elsewhere, Kentucky Fried Chicken (KFC) is being condemned for another ‘sexist’ ad.

Seven in 10 business leaders globally believe their organisations can have a positive societal impact without sacrificing profits and nearly all agree trust is a high priority for corporate leaders today.

Over 45 of Australia’s leading retailers with a combined network of 1000 stores have joined forces to provide 100 per cent of profits from today's sales to the Australian Red Cross Disaster Relief and Recovery Fund.

The Australian Competition and Consumer Commission (ACCC) is taking eyewear retailer, Oscar Wylee, to court for alleged misleading or deceptive conduct that strikes at the heart of the brand’s proclaimed purpose and mission.

While many organisations still consider culture an afterthought, savvy organisations increasingly know culture can make or break commercial success.

Expansion of the marketing skillset is one of the most exciting parts of the future of CMOs for former Unilever GM and marketer, Paul Connell.

Being inclusive in your marketing approach is as much about transforming brand purpose and company culture as it is about creative and messaging, says Seafolly’s chief marketing officer.

​Brands not only need to be purpose led, they must bring soul into their storytelling if they want to build cultural cut through with modern consumers, Universal Music Group’s chief of possibilities says.

The latest Guinness World Records book has been released today and features six new Australian campaigns from brands including Nutella, KMart, T20 World Cup 2020 and Australian Radio Network.

​Brand purpose has to be authentic and not be too far removed from your business proposition for it to resonate and be successful.

​Sheridan has committed to new sustainability model and campaign, in an effort to address the more conscious consumer.

Amid talk of a retail recession in Australia, there is a real opportunity for savvy brands to meet and exceed customer expectations to create a retail renaissance.