How To Identify Your Brand’s Purpose
September 13, 20224 min
A brand can tell a powerful story by focusing on its purpose. The concept of brand purpose has become very popular in recent years but is also often;
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Brand Purpose - Page 2 of 11 - 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.
9 Ways To Activate Your Brand Purpose
August 3, 20223 min
In my book DEEP PURPOSE I detail a new mindset about purpose, one that forces executives to rethink what they do. But rethinking isn’t enough. You must move forcefully to put deep purpose into practice if you are to reap its benefits. Here are nine ways to translate a deep purpose mindset into leadership action.
Leveraging The Past For A Future With Purpose
July 6, 20223 min
The organizational scholar Sierk Ybema distinguishes between two different but familiar kinds of stories that leaders tell about the organization’s relationship with the past. In the nostalgic view, the past was a “golden age” from which the company has unfortunately strayed. Leaders and employees often take such a view to resist change and critique present-day ideas and practices.
Creating A Purpose-Infused Culture
June 29, 20223 min
During the final years of his life, Steve Jobs became concerned with how to perpetuate his legacy and knowledge base inside the company. Interestingly, he didn’t place much emphasis on defining a formal company purpose.
How Leaders Can Activate Organizational Purpose
June 2, 20226 min
The notion that the pursuit of economic self-interest alone cannot sufficiently motivate people to act collectively gained adherents over the years. Scholars across a number of fields recognized that humans possess inherent needs for meaning, community, and purpose. These intrinsic motivations compel us to act, not just extrinsic incentives.