As more companies look to make a larger impact on society through purpose-driven strategies, they would be wise to heed to the warning of Andrea Brimmer, chief marketing and public relations officer at Ally Financial: "While the potential of brand purpose is game-changing, it's also a minefield if you get it wrong."
Activating Brand Purpose is Easier Said Than Done
![Activating Brand Purpose is Easier Said Than Done](/media/articles/anaplaybook_2.png.550x380_q85_box-265%2C252%2C1516%2C1121_crop.png.webp)