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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

Building A Values-Based Competitive Advantage

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Building A Values-Based Competitive Advantage

Some companies these days realize that the best opportunity is not to drive people to your website, but to push them toward your mindset.

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Brand Purpose

How Purpose Is Driving Financial Performance

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How Purpose Is Driving Financial Performance

Marketers may worry that a social purpose will turn off consumers, or at least divert resources that could have been used to win over buyers directly. But brands on a mission are usually rewarded, not penalized, by their customers.

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Brand Purpose

The Process Of Becoming A Values-Driven Company

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The Process Of Becoming A Values-Driven Company

How often do we say, in other forums, to make sure we start with the consumer and not our own egos? The consumer now owns the brand relationship, not the other way around. We, as brand owners, are no longer in charge and can no longer dictate the terms of the brand relationship. Knowing that, it is incumbent that you begin the process of developing your brand values by immersing yourself in the values, vocabulary, and lives of consumers.

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Brand Purpose

Purpose: A Strategy Of Authenticity And Impact

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Purpose: A Strategy Of Authenticity And Impact

Consumers are quick to condemn brands that don’t do the right thing.

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Brand Purpose

7 Ways Brands Can Create A Social Movement

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7 Ways Brands Can Create A Social Movement

The strongest brands stand for something bigger than the products that they sell, as we have seen in various examples of social movements. They stand in unity with the public sector, the populations united against a common enemy which is a social issue (such as child mortality, women’s equality, trachoma elimination).

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