In this interview, LBB’s Sunna Coleman joins Uncommon, AMV BBDO, Lucky Generals and 2050 London to deep dive into what it means to be a purposeful brand today, how it can be achieved authentically and whether ‘purpose’ really is for everyone.

Anyone with a vision will create enemies – you can’t want to change the world and not ruffle some feathers. But enemies needn’t just be an unfortunate consequence of taking a stance. There is strategic value to be found in identifying a worthy adversary.