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GLOBAL 2016: Brand honesty and performance still the best policy

Purposed-based marketing creates a good speak in the marketing community, but evidence indicates that what is really moving business is having superior performing products and being authentic in communicating with consumers. 
In personal care, the approach is more visible in more competitive categories. For example in hair or skin care, highly competitive sectors, the winning brands have performance advantages that they communicate simply. In general, being a winning brand, increasing sales and penetration, seems to correspond with greater simplicity and clarity in marketing. We are observing more brands returning to these fundamentals of brand building, and it isn't just limited to personal care. 
Nihar Das
Global Business Leader P&G