Adam Tilly, manager of brand strategy at Addison Whitney, a Syneos Health company, writes about the purpose of a brand in this PMLiVE article. He says, "At its core, a brand’s purpose is to facilitate decision-making. It’s a mental shortcut, if you will, that sparks strategic, purposeful associations.”

Read more on the PMLiVE website.

This content was repurposed from PMLiVE.