they have a valid point of view that resonates within culture. Coca-Cola’s famously utopian “Hilltop” advertising was conceived against the backdrop of the bloody Vietnam War, when “community” was tensely pulled against notion brands. Together these two things amount to what the brand believes in. There are other ways to reach similar conclusions, and I have always been careful never to insist on this approach as a formula, or even necessarily to share it with clients even as it was guiding our work. It belongs to the kitchen not the front parlour. Chipotle is the most striking example of how important it is in the digital age for a brand to actually do what it claims. Having set out its stall under the banner of “food with integrity” and won over mainstream fast-food customers, it suffered a sucession of embarrassing food-safety scandals. While the brand’s ambition to serve fresh, locally sourced, high-quality ingredients is a noble one, the company's inability to deal with these crises has seriously undermined that promise. Others in the advertising industry have been addicted to the word “purpose”. It also