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TELUS’ strategy for tying purpose to business results
Brand purposeCorporate social responsibilityTelephone & internet services
The communications and information technology brand TELUS has been a purpose-driven business for decades. A recent campaign, Let’s Make the Future Friendly, sought to tie its purpose more closely to business results.
Why it matters
While many brands tout the power of purpose, TELUS is not alone in struggling to communicate that power. Doing so, however, is key to attracting and retaining customers.