Meaning makes money

Saurabh Sharma
Ogilvy & Mather

In Martin Scorsese's Academy Award-winning movie, Hugo, the main character says to his friend, Isabel, in the clock tower of a Parisian train station:

"I like to imagine that the world is one big machine. You know. Machines never have any extra parts. They have the exact number and type of parts they need. So I figure if the entire world is a big machine, I have to be here for some reason too…"

A purpose bigger than profit and dreams bigger than self-interest – this is all it takes to build brands with soul, not just sales.

The reason why we are here on this planet, the reason why a company exists and the reason why a brand is created – that is the bit about purpose. When people, corporations and brands identify a purpose for themselves, they begin to be much more than just individuals or corporations or brands. They begin to stand for something much bigger. Something that is very likely to be a force of social good.