avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

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

The Push For Brands To Serve A Higher Purpose

By

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.

Read More
Brand Purpose

How Brand Purpose Propels Brand Profits

By

How Brand Purpose Propels Brand Profits

We’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.

Read More
Brand Purpose

Brand Purpose In The Experience Economy

By

Brand Purpose In The Experience Economy

The source of value for business and for an economy has always come from access to or control of a key resource that people need or want.

Read More
Brand Purpose

Purposeful Brand Leaders Show The Way

By

Purposeful Brand Leaders Show The Way

One of the most important ways that people learn what a leader’s true motives are, is by what they see him or her do – not just say. This is a principle summed up by Carlos Ghosn, the CEO of Nissan: “Don’t believe what I say; believe what I do.”

Read More
Brand Purpose

Killing The Competition Is The Wrong Brand Purpose

By

Killing The Competition Is The Wrong Brand Purpose

A few years ago, we were working for a Japanese consumer electronics company whose major competitors included Fuji. At a workshop with the leadership team we asked what their brand purpose was – the reply was “F..k Fuji”.

Read More