Erin Craske has built more than forty product brands for large FMCG companies including, L'Oréal, Reckitt Benckiser, British American Tobacco, SSL International, Mars, P&G, and Walgreen Boots Alliance. Yet Erin describes herself as someone who does not fit into the corporate machine.

In this episode of the Abeceder podcast The Independent Minds, Erin and host Michael Millward discuss why businesses that prioritise profit over purpose often don’t do as well as companies that have a clearly defined purpose.

Erin uses her own experience to explain how having a clear purpose for each of the brands she worked on contributed to the success of that brand.

Find out more about both Michael Millward, and Jonathan Baum at Abeceder.co.uk

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