An article in the New York Times on purpose-marketing echos my firm belief that the company behind the brand matters more than ever. In fact, Stuart Elliott says it himself: "Purpose marketing is becoming popular on Madison Avenue because of the growing number of shoppers who say that what a company stands for makes a difference in what they do and do not buy." These socially conscious buyers are avid researchers and they know whether the companies behind the products they are considering treat their employees well, have high quality products and are well-led. The article is about Panera's new advertising campaign that is based on the company's core values -- "Live consciously. Eat deliciously." Has a nice ring to it. Take a quick look at our research on the company behind the brand for hard evidence that corporate and product reputations are blending. Perhaps I should coin a new phrase called reputation-marketing to join the marketing folks who now call reputation-building campaigns with a conscience purpose-marketing. Just about a year ago, I wrote a proposal for some new business and dubbed it reputation with a purpose. Has a nice ring to it too!