As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.
Building on our belief “Great Marketing Should Optimize Life,” we think that today there is a powerful new model where brands (“Commerce”), nonprofits (“Conscience”), and artists (“Culture”) can work together to “Make Money and Do Good by Harnessing the Power of Cool.”
At the 2019 World Economic Forum in Davos, Larry Fink, Chairman and CEO of BlackRock, published his annual letter to CEOs. The letter was titled ‘Purpose & Profit’ and it reinforced the idea that BlackRock are serious about changing the type of businesses they invest in.
Shaping, guiding and controlling brand story used to be much simpler. In the “read-only” society (a term I learned from Geoff Colon) brands communicated and people could only listen.
A decade ago, the whole idea of “purpose” inspired brand development and management was far from mainstream.
