Path to Purpose

How to use cause marketing to build a more meaningful and profitable brand

By: Carolyn Butler-Madden

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Paperback | 18 October 2017

At a Glance

Paperback
210 Pages

Dimensions(cm)
20.96 x 13.97 x 1.12

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Marketers and leaders recognise that developing an authentic purpose helps to build a stronger
brand that attracts followers and collaborators, rather than just customers and consumers.
In a world that needs solutions, people increasingly look towards businesses and their brands
to help solve society’s problems.
In Australia’s first book on cause marketing, readers will discover:
• Why doing good is good for business
• The science behind cause marketing
• Fourteen real-life examples of world-class cause marketing strategies from Pampers,
Patagonia, Dulux, Virgin Mobile, ANZ, Zambrero, REI and more
• A simple six-step methodology to develop and implement a powerful and authentic
cause marketing approach for your brand.

Industry Reviews

‘…an astute and compelling perspective to why cause-driven business is good business…
and how businesses that eng age authentically with a udiences through shared values can
build and accelerate their brands in the process.’ - David Redhill, Partner, Global CMO, Deloitte Consulting

‘Path to Purpose [is] so incredibly valuable for anyone wanting to build a powerful brand in the modern world.’
Andrew Griffiths, International Bestselling Author and Global Presenter

‘Brands that just say and pray are the br ands of the past. Brands that ‘do ’ around a clearly defined purpose are the growth engines of the future.’ - David Fox, CEO, Ogilvy Group Australia

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