Raymond Mabasa is the Marketing and Digital Transformation Director for SEAA at Unilever, a company that is passionate about their brands and people. There he works on how Unilever's brands can evolve as fast as their consumers in the current fast changing environment. Prior to this role Raymond has spent more than 15 years in Brand Development across different brands in Unilever, Colgate-Palmolive and Pepsi-Cola.
Establishing Your Brand Purpose
A brand purpose is an important part of determining your company's identity. It's one of the most crucial components in creating a actualised brand. Also brand purpose is more than just something that attracts an audience. An outstanding brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit.