What evidence is there that Purpose-driven brands do any better than others?
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Kevin Keohane, Author at Branding Strategy Insider - Page 3 of 3
You need to focus your business. The decisions you make on what you want to focus your business on drive what you want your reputation in the market to be.
“In communication, as in brand architecture, less is more. You have to sharpen your message to cut into the mind. You have to jettison the ambiguities, simplify the message, and then simplify it some more if you want to make a long-lasting impression.” – Al Ries and Jack Trout
A Purpose-driven brand is one where the organization has consciously placed its ‘Why’ front and center– in how it communicates, but more importantly, in how it actually behaves in its business conduct.