Why Brand Purpose Must be Aligned with Business Purpose

Sharing an article that I just wrote for LinkedIn on brand purpose, since there is so much discussion around it these days. I came across a 1970 article by Milton Friedman in The New York Times that spurred me to put my thoughts down on the subject and refute some of his theories or arguments.

https://www.linkedin.com/pulse/why-brand-purpose-business-must-aligned-geeta-sundaram/

I hope it makes sense in today’s business context.