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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

Why Brand Purpose Is Wishful Thinking

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Why Brand Purpose Is Wishful Thinking

The idea that what we perceive is not an objective reflection of the physical world stretches back to the 1940s and the New Look school of psychology.

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Brand Purpose

Building Brands & Businesses On Cause Marketing

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Building Brands And Business On Cause Marketing

The idea that brands could make money from supporting causes, and not feel guilty about making a profit, was not always a common one.

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Brand Purpose

How To Measure The ROI Of Brand Purpose

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How To Measure The ROI Of Brand Purpose

As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.

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Brand Purpose

Linking Purpose And Profit In Private Equity

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Linking Purpose And Profit In Private Equity

At the 2019 World Economic Forum in Davos, Larry Fink, Chairman and CEO of BlackRock, published his annual letter to CEOs. The letter was titled ‘Purpose & Profit’ and it reinforced the idea that BlackRock are serious about changing the type of businesses they invest in.

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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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