Brand Purpose - Page 2 of 9 - Branding Strategy Insider

Measuring The Business Outcomes Of Purpose

February 3, 202266652 min

One of the most sophisticated methods I’ve encountered for measuring end-state outcomes linked to purpose was at the EY organization (leave it to the accountants to lead in this area). Defining their purpose as “building a better working world,” the company linked it to an “ambition,” the provision of “long-term value as the world’s most trusted, distinctive, professional services organization.” This emphasis on long-term value is critical, highlighting one of the most important features of...

by Patrick Hanlon

Brand Purpose

Building A Values-Based Competitive Advantage

April 7, 202157416 min

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

by Myriam Sidibe

Brand Purpose

How Purpose Is Driving Financial Performance

January 14, 202154104 min

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.

by Paul Leinberger

Brand Purpose

The Process Of Becoming A Values-Driven Company

December 14, 202054144 min

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,...