Brand Purpose - Page 2 of 10 - 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.
Preventing Big Brands From Destroying The Planet

Despite expected whistleblowing and endless data scandals, the speed technology continues to impact our everyday lives shows how much we’re prepared to invest in this era of uncertainty. Yet, despite ‘brandscapes’ often appearing fickle and callow, there are many good reasons to believe startups will make the difference we need in the world. The decent ones, at least.

Measuring The Business Outcomes Of Purpose

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...

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