![](https://uploads-ssl.webflow.com/612788206e4e9fc09c1dc9be/64f8b1096ace5b4ccd6209fd_Dove%20Real%20Beauty%20Billboards.png)
A New Playbook for Building Brands - Part 3: Brands with Purpose
Aligning brands with a bigger purpose, well beyond its product attributes, is a great way to build phenomenal brands. Modern brands like TOMS, Allbirds, and Warby Parker have done exactly that. But is this something that is more than a fad? Should traditional brands follow the lead of these young upstarts? As with most things in life, the answer is "it depends." But there is a right way and a wrong way to build brands with purpose. Even Unilever, the undisputed leader in purpose based marketing, has stumbled as often as it has succeeded.