“Brands are like people — to find meaning, they need a clear purpose, an ikigai that provides them with direction and fulfilment. This requires brands to look inward, at their history, capabilities and ambitions, and outward, towards the creation and delivery of value for all their stakeholders.” (…) “Brand purpose will be the theme of the 18th Global Brand Conference, which we will be hosting from 7 to 9 May at Católica Porto Business School. The conference aims to contribute to answering some of the most important questions in the field.”

Read here the latest article by Joana César Machado, lecturer at Católica Porto Business School, published in Marketeer.