Currently the “third most consumed brand in the world”, Lifebuoy is growing globally thanks to its purpose-led strategy, says brand boss Kartik Chandrasekhar, who sees marketing as far more than a “war game”.
Brand purpose has for a long time drawn either respect or ire, depending on which marketer or brand you speak to.
In October, the debate intensified when effectiveness expert and consultant Peter Field was criticised for unveiling research detailing how well-executed purpose campaigns can deliver superior effectiveness across multiple metrics.
