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Brand Purpose

How Purpose Leads To Profit

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How Purpose Leads To Profit

The coronavirus crisis is a devastating and deadly social problem. But, unfortunately, it’s far from the only social problem that the world in 2020 faces. Climate change, income inequality, population growth, resource usage, automation – the list is endless. Who should solve these social problems? We typically look to governments – or perhaps NGOs and foundations established by wealthy philanthropists. All play an important role. But perhaps the most important role can be played by an unlikely source – corporations.

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Brand Purpose

Questioning The Business Case For Purpose

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Questioning The Business Case For Purpose

Corporate purpose is the buzzword of the day. Last August, the US Business Roundtable radically redefined its statement of the “purpose of a corporation” to include stakeholders, rather than just shareholders. Larry Fink, who leads the world’s largest asset management firm BlackRock, wrote in a 2018 letter to corporate CEOs: “Without a sense of purpose, no company, either public or private, can achieve its full potential.

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Brand Purpose

Balancing Business Survival And Responsibility

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Balancing Business Survival And Responsibility

The Coronavirus crisis has seen some incredible corporate responses. Google has pledged $800 million in ads and loans to help businesses and crisis response efforts. Unilever is donating €100 million of food and sanitizer, and guaranteeing the jobs of all of its 155,000 workers – including contractors as well as employees.

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Brand Purpose

Embedding Brand Purpose Enterprise-Wide

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Embedding Brand Purpose Enterprise-Wide

A purpose statement is meaningless unless it translates into action. For that reason, let’s explore five channels through which purpose can be embedded in an enterprise – strategy, operating model, culture, internal reporting and governance.

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