Big brands are forgetting what their founders set out to do; when you’ve been in the business for decades, you can lose touch with your roots. This week, we speak to Social Chain’s new creative director, Tim Donald. He reveals the challenge facing brands to simultaneously adapt and to rediscover their purpose. And brand purpose to Tim doesn’t mean cause marketing - not every purposeful piece of content has to reflect an environmental mission. It’s also not about product pushing. In this episode, Tim explains what brands need to do to reconnect with themselves, and their audience.