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.
4 Ways CEOs Can Activate A Higher Purpose

Having a higher purpose connects your mission to your vision, serves collective well-being, and goes beyond just making money. It’s a reason for being that inspires and motivates employees, customers, and all stakeholders to invest in you. A higher purpose provides a competitive advantage and helps you create passionate brand believers. Most importantly, when implemented correctly, a higher purpose connects your incredible work to measurable social and environmental impact.

How Purpose Emerged As A Mainstream Idea

A story late last year in The New York Times about the proliferation of classes at elite business schools teaching “corporate social obligations and how to rethink capitalism” is emblematic of what has taken place with corporate social purpose over the past decade. Purpose has gone from an insurgent idea challenging capitalism to a mainstream part of 21st century capitalistic thinking. Purpose has gone mainstream.

9 Ways To Activate Your Brand Purpose

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.

Connect With Us