Brand fusion : purpose driven brand strategy Brand Fusion: Purpose driven brand strategy presents a compelling case for what consumers customers employees and wider society are now demanding from companies – the development of brands that deliver profi t with purpose are sustainable and create mutually benefi cial meaning. It fuses theory practice application to purpose driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought provoking lessons from industry. Data driven case studies from a broad range of brands and contexts show the application of this learning–from micro brands to corporates; charities to technology companies; retirement villages to aspiring high growth start ups. Brand Fusion: Purpose driven brand strategy is an in depth analysis of the philosophy and practice behind creating a purposeful brand