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11/01/19
Purpose-driven challenger brands

Highlighting the benefit to challenger brands of a purpose-driven mission, Eatbigfish describes how CVS in the U.S. builds value through its long term position to help people on their path to better health. Similarly, in Holland, Tony’s Chocolonely has turned its commitment to ‘100% slave free’ chocolate into annual sales of £40m/$50m without spending a cent on advertising. In other words, consumers are prepared to reward businesses that clearly demonstrate their belief in a ‘higher purpose’.

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