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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.
A decade ago, the whole idea of “purpose” inspired brand development and management was far from mainstream.
Read MoreThere can be little of greater importance to a growing company than its unique reason for existing and the expansion that mission enables.
Read MoreThe Rising Value Of Brand Purpose In Private Equity
By Marc CloostermanEarlier this year Larry Fink, Chairman and CEO of Blackrock, published his annual letter to CEOs titled ‘A Sense of Purpose’.
Read MoreTwo powerful forces are combining to push brands to catch up with Peter Drucker’s ideas about them serving a higher purpose.
Read MoreWe’ve all been in those meetings. The subject of the company’s brand purpose comes up and the C-level executives around the table roll their eyes or become fidgety.
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