Communicating brand purpose adds more than ever to a company's reputation. In this context, Pilar LarreaThe director of communication in mass consumption, explains why it is important and what the purpose of companies should be like in an interview with Jaime Lobera, marketing and communication consultant.
Quotes from Pilar Larrea
"Purpose is the reason for the existence of a company or a brand. It should be something that intrinsically connects to your product or service and what it brings and benefits to society".
"The cause, the purpose that the company chooses has to be simple, relevant and creatively communicated and repeated in a coherent and consistent manner over time to acquire full credibility and legitimacy".
"The Dircom today, in addition to anticipating trends and listening to the environment, must be attentive to the expectations of its stakeholders. This is the opportunity to work with stakeholders as allies".