{"id":83,"date":"2020-12-16T08:00:24","date_gmt":"2020-12-16T13:00:24","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/12\/16\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/"},"modified":"2020-12-16T08:00:24","modified_gmt":"2020-12-16T13:00:24","slug":"the-purpose-imperative-true-values-matter-more-than-ever-in-marketing","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/","title":{"rendered":"The Purpose Imperative: True Values Matter More Than Ever in Marketing"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By <\/strong><strong>Paul Hirsch<\/strong><strong>, <\/strong><strong>Chief Creative Officer<\/strong><strong>,<\/strong><strong> Doremus <\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Everything that has happened in the past year, from the pandemic to the exasperating made-for-bad-TV drama of the recent election, has shown that we have entered a new era in American life. Rules, beliefs, and practices that existed for decades have been upended. A divided and exhausted country longs for an extended period of hope and stability.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While it would be a big stretch to suggest that brands can fix society&#8217;s problems, who\u2019s better suited than marketers to offer messages of reassurance\u2014or even joy. To shift the conversation to what\u2019s next and how we\u2019ll get there, we\u2019ll need brand leadership, rooted in something besides platitudes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Values-based messages reflect what companies do and what brands stand for, from B2B marketing that preaches the importance of resilience to Apple\u2019s gentle reminder that, yes, \u201cCreativity Goes On.\u201d The best messages are not only moving and enduring but suggest how a company\u2014and its employees\u2014can make the world a better place.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">In a great old clip, Steve Jobs told a group of suppliers that people don\u2019t remember much about a company. In a complicated noisy world, he explained, it\u2019s important to be clear about what we want people to know. \u201cMarketing is about values,\u201d Jobs said. And that\u2019s as important now as it was a generation ago.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While not curled up in a fetal position worrying about a looming civil war, I\u2019ve been thinking about his remarks a lot. In a noisy and complex year, how can brands add meaning while communicating their values? I don\u2019t have all the answers, but I do have a few thoughts:<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Take A Stand<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">As much as we value what we do, nobody is sitting at home waiting for our next piece of marketing. If you\u2019re going to spend your hard-earned (and shrinking) ad budget makes it worthwhile. Encourage people to rebuild the world, be more resilient, and create change.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Values-based marketing is all about resonating truthfully with what\u2019s happening right now. And while it\u2019s easy to say nobody does it better than Nike and Wieden+Kennedy, it\u2019s true. Remember when we all got locked down? And remember when every brand in the world ran a video with what seemed like the same copy? What did Nike do? It took their values and purpose and reframed them, asking people to \u201cDon\u2019t do it.\u201d The timing was right, and the marketing was sincere and authentic.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But if trotting out Nike is too expected, how about listening to Larry Fink, CEO of BlackRock. In a recent survey about How Purpose Powers Business-to-Business Growth, he said, \u201cWithout a sense of purpose, no company, either public or private, can achieve its full potential.\u201d<strong>\u00a0<\/strong><\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Speak To A Large(R) Audience<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">B2B marketers are often about finding a niche within a niche within a niche, but there\u2019s a time and place for that. This may get me kicked out of the B2B marketing club, but I\u2019m convinced it\u2019s not all about ABM.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While customers are a key audience, they aren\u2019t the only ones. Investors, business partners, and potential recruits are watching and listening, too. Employees who continue to work from home (and who no longer get free cans of LaCroix Pamplemousse) need to feel proud of their employer and tethered to a purpose. And prospective employees will take notice: Studies have shown that strong, purpose-oriented positioning with values-based messaging at its core is a strong recruiting tool.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Find Joy <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">People often refer to B2B marketing as B2Boring but having worked on consumer brands for years I\u2019d argue that there is <em>plenty<\/em> of boring to go around. There is a reason the most loved brands in the world ARE the most loved brands in the world. And it\u2019s not because of speeds and feeds and $5 footlongs. It\u2019s about emotions. It\u2019s about heart. Instead of giving people a reason to turn away when they see your ad, give them a reason to love your brand. I recently felt this way when I saw the latest from Burberry. Aside from being an exquisite piece of filmmaking, at its core, it has a sense of optimism and cheer that is hard to beat. My only regret is watching this on constant repeat is that I wished I looked better in their plaid.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It will take a long time to put the singular experience of 2020 behind us, but the new era of value-based marketing is not a fad or a temporary solution. It\u2019s here to stay. And marketers owe it to themselves\u2014and to their audiences\u2014to keep values and purpose front and center in their messaging.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>While it would be a big stretch to suggest that brands can fix society&#8217;s problems, who\u2019s better suited than marketers to offer messages of reassurance\u2014or even joy. To shift the conversation to what\u2019s next and how we\u2019ll get there, we\u2019ll need brand leadership, rooted in something besides platitudes.<\/p>\n","protected":false},"author":7,"featured_media":84,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-83","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Purpose Imperative: True Values Matter More Than Ever in Marketing | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Purpose Imperative: True Values Matter More Than Ever in Marketing\" \/>\n<meta property=\"og:description\" content=\"While it would be a big stretch to suggest that brands can fix society&#039;s problems, who\u2019s better suited than marketers to offer messages of reassurance\u2014or even joy. To shift the conversation to what\u2019s next and how we\u2019ll get there, we\u2019ll need brand leadership, rooted in something besides platitudes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-16T13:00:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1170\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"The Purpose Imperative: True Values Matter More Than Ever in Marketing\",\"datePublished\":\"2020-12-16T13:00:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/\"},\"wordCount\":817,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169hope-1170x600-1.jpg\",\"keywords\":[\"Culture\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/\",\"name\":\"The Purpose Imperative: True Values Matter More Than Ever in Marketing | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169hope-1170x600-1.jpg\",\"datePublished\":\"2020-12-16T13:00:24+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169hope-1170x600-1.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169hope-1170x600-1.jpg\",\"width\":1170,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\\\/83\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Purpose Imperative: True Values Matter More Than Ever in Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Purpose Imperative: True Values Matter More Than Ever in Marketing | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/","og_locale":"en_US","og_type":"article","og_title":"The Purpose Imperative: True Values Matter More Than Ever in Marketing","og_description":"While it would be a big stretch to suggest that brands can fix society's problems, who\u2019s better suited than marketers to offer messages of reassurance\u2014or even joy. To shift the conversation to what\u2019s next and how we\u2019ll get there, we\u2019ll need brand leadership, rooted in something besides platitudes.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/","og_site_name":"AW360","article_published_time":"2020-12-16T13:00:24+00:00","og_image":[{"width":1170,"height":600,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"The Purpose Imperative: True Values Matter More Than Ever in Marketing","datePublished":"2020-12-16T13:00:24+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/"},"wordCount":817,"commentCount":0,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg","keywords":["Culture"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/","name":"The Purpose Imperative: True Values Matter More Than Ever in Marketing | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg","datePublished":"2020-12-16T13:00:24+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169hope-1170x600-1.jpg","width":1170,"height":600},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-purpose-imperative-true-values-matter-more-than-ever-in-marketing\/83\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"The Purpose Imperative: True Values Matter More Than Ever in Marketing"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/83","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=83"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/83\/revisions"}],"predecessor-version":[{"id":14093,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/83\/revisions\/14093"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/84"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=83"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=83"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=83"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=83"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}