What we learned...

1. It’s time for new approaches to purpose branding and messaging.

To break through in today’s cluttered environment requires innovation and imagination – as we see in the new transformational category.

2. To help accelerate the connection between brand and purpose be clear, focused, and brief.

Use multiple mediums - and do not expect instant results.

3. Finding the right balance between brand and cause is essential.

Great ads and great fit between purpose and brand do just that. Weave your brand into the story in ways that make sense and support your overall message. Brand overkill stands out even more in a purpose context, but you still need to claim your space.