Brand Purpose - Page 2 of 8 - Branding Strategy Insider

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.
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...

Building Leading Brands With Trust And Purpose

“Brand that I can trust” has been an attribute that brands have measured for a long time. Looking back, a decade ago, it was hardly a differentiator. Strangely, all mass competing brands would score high so we never spent too much on it. Why? I believe, back then, it meant something different – it meant reputation of the brand and acceptable product quality. In other words, is it a safe purchase or not? However, this...

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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