Purpose: A Strategy Of Authenticity And Impact
December 3, 20203 min
Consumers are quick to condemn brands that don’t do the right thing.
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Brand Purpose - Page 5 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.
7 Ways Brands Can Create A Social Movement
October 28, 20203 min
The strongest brands stand for something bigger than the products that they sell, as we have seen in various examples of social movements. They stand in unity with the public sector, the populations united against a common enemy which is a social issue (such as child mortality, women’s equality, trachoma elimination).
How Brands Can Carry Out A Social Mission
October 19, 20206 min
To carry out a social mission at scale, brands must operate on a level higher than simply focusing on consumer behavior change linked to their products.
Defining And Activating Your Brand Purpose
October 12, 20204 min
I’ve seen brands take on a social purpose in two ways. One is to go back to the founding of the brand and understand its reason for existing. Brands often forget their original purpose in the chase for growth. Marketers focus on functionality and new features. But that does not mean the original purpose is irrelevant.
How Purpose Leads To Profit
August 24, 20204 min
The coronavirus crisis is a devastating and deadly social problem. But, unfortunately, it’s far from the only social problem that the world in 2020 faces. Climate change, income inequality, population growth, resource usage, automation – the list is endless. Who should solve these social problems? We typically look to governments – or perhaps NGOs and foundations established by wealthy philanthropists. All play an important role. But perhaps the most important role can be played by...