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Activating brand purpose – and putting it to work at Wrangler

23 April 2019 | Guest author

Over the last few years, there's been a lot of compelling information demonstrating the importance of a brand or organisation's purpose. Just like mission, vision, and values before it, purpose is gaining in critical mass as an organisational architecture trend. Here, Roian Atwood, director of sustainability for Wrangler and Lee jeans, discusses the methodologies involved in discovering brand purpose – and how it was put into practice at Wrangler.... read more