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Strategic Alignment Reconciles Purpose and Profitability

Otto Dettmer/Ikon Images Summary: The long-running debate about whether a company’s purpose should be a values-based goal or simply the goal of turning a profit presents a false choice. Strategic alignment requires both: Chasing profit alone won’t yield a sustainable enterprise, and a noble purpose that is out of step with market realities is destined […]

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Three Ways Brands Can Combat Information Overload and Skepticism

Carolyn Geason-Beissel/MIT SMR | Getty Images Summary: In a media environment that’s saturated with content and advertising, marketers face a challenge in attracting consumers’ attention and generating interest. For instance, many potential customers regard ads with skepticism or tune them out as background noise. Strategic brand builders can create a lasting positive impression by crafting […]

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