Introduction
"Consumers increasingly expect brands to have not just functional benefits but social purpose". Harvard Business Review, Competing on Social Purpose, September - October 2017, Omar Rodgriguez Vila and Sundar Bharadwaj.
More than ever marketers are seeking to communicate a deeper meaning and purpose for their brands in order to attract and keep customers.
But communicating this depth and complexity is difficult in a world where people are bombarded with so many commercial messages every day that many don't even register.
Using a new global study, we put cinema under the spotlight and compare its performance with all other...