#brand purpose

#brand purpose

"We use short videos to tell sustainable stories about our brands, and then we reward consumers for engaging with it," Conny Braams, Unilever's chief digital and commercial officer, told The Drum. "And what we've seen from the pilots that we've been doing is that it, first of all, builds brand power, which is really important. But also, it really changes behavior."

At the recent RSA Conference - an annual IT security event, held this year in San Francisco - the expo floor was brimming with security vendors, partners and information security executives looking to advance their security posture and operations. Considering the many different perceived security challenges, solutions, products and services evidences just how dynamic - and perhaps volatile - this industry can really be.

In today's hyper-competitive marketplace, businesses are no longer judged solely by the quality of their products or services. Instead, they're evaluated on how they make people feel. This emotional connection - built through clear, consistent, and compelling branding - can mean the difference between fleeting visibility and lasting impact. Modern consumers want more than transactions; they seek meaningful experiences. They're increasingly drawn to brands that align with their values and offer authenticity over perfection.