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Brand Purpose

A powerful brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention. It’s a statement of belief, of hope, of pursuit. Branding Strategy Insider explores the best practices in defining an effective brand purpose.

Brand Purpose

Every Brand Purpose Must Be Defended

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Every Brand Purpose Must Be Defended

Shaping, guiding and controlling brand story used to be much simpler. In the “read-only” society (a term I learned from Geoff Colon) brands communicated and people could only listen.

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Brand Purpose

Beyond The Purpose Of Brand Purpose

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Beyond The Purpose Of Brand Purpose

A decade ago, the whole idea of “purpose” inspired brand development and management was far from mainstream.

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Brand Purpose

How Emerging Brands Win With Purpose

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How Emerging Brands Win With Purpose

There can be little of greater importance to a growing company than its unique reason for existing and the expansion that mission enables.

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Brand Purpose

The Rising Value Of Brand Purpose In Private Equity

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The Rising Value Of Brand Purpose In Private Equity

Earlier this year Larry Fink, Chairman and CEO of Blackrock, published his annual letter to CEOs titled ‘A Sense of Purpose’.

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Brand Purpose

The Push For Brands To Serve A Higher Purpose

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The Push For Brands To Serve A Higher Purpose

Two powerful forces are combining to push brands to catch up with Peter Drucker’s ideas about them serving a higher purpose.

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