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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

Brand Debate: Focus On Product Or Purpose?

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Coca-Cola Brand Strategy Taste The Feeling

Coke’s new campaign direction feels like a push back towards product-focused advertising. The decision to move away from the more abstract concept of happiness towards a campaign that focuses much more specifically on the taste and the bottle begs the question: are marketers trying to be too clever? Have we forgotten that we’re here to sell?

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Brand Purpose

Brand Purpose: Power For Those Who Use It

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Developing Your Brand Purpose - Starbucks Example

I call it the goodness movement – the rush to appear responsible that has gripped global brands over recent years.

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Brand Purpose

Developing A Powerful Brand Purpose

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Steve Jobs Brand Purpose

A sizzling 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. It’s born of a wish to see the world put to rights.

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Brand Purpose

Brand Example: A Higher Brand Purpose

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Whole Foods Brand Strategy

Brand purpose is the foundation for brand story. Consider this most brilliantly executed example of how higher brand purpose begets flawless story staging and storytelling, illustrating the more elaborate a scene is — props, staging, ambiance — the easier it is for customers to imagine themselves in it.

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Brand Purpose

Brands Require A Higher Purpose

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Purpose Driven Brand Strategy

It’s not what you sell. It’s what you stand for.

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