MW108 | Secrets of Social. The Power and Perils of Purpose-led Posts.

Many organisations rightfully give serious consideration to their place in their communities beyond delivering bottom-line commercial benefits.

Brand Purpose has become a crucial differentiator in the eyes of the consumer. However, this can be fraught with danger, especially when communicating that purpose publicly. Brands are in danger of being cancelled at any moment. Our social media experts underline the dangers of paying lip-service to purpose-led brand communications without considered and important actions first, and how a cursory approach now easily leads to accusations of 'brand washing' on a range of worthy societal, cultural and environmental issues. They explain how communicating quantifiable progress, identifiable programmes and dedicated commitments to your purpose will put you in a position of strength in order to engage your publics and generate brand affinity.  

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