Purpose While brand purpose has gained traction in academia and industry, it overlaps with
other socially-oriented branding concepts, generating confusion and criticism around what …

Dominant agri-food systems are increasingly seen as unsustainable in terms of
environmental degradation, mass production or high food waste. In an attempt to counteract …

Brands are like people. To find meaning they need a clear purpose; an'ikigai'that provides
direction and fulfilment. This requires brands to look inwards to their history, competences …