Brand purpose: customer experience - on purpose

This article is concerned with studying the concept of 'purpose' and argues that there are three common business purposes: brand purpose, creating value for shareholders and social purpose.

Brand purpose: customer experience - on purpose

Shaun Smith Smith+CoAndy Milligan Caffeine

Like 'trust' and 'authenticity', 'purpose' has risen to the top of the business agenda. This article argues that there are three common business purposes: brand purpose – creating value for customers; commercial purpose – creating value for shareholders; and social purpose – creating value for the society in which the corporation exists.

"Every business must serve a social purpose." These are not the words of a social campaigner or a politician; they are the words of a banker – Ashok Vaswani, CEO of retail and...

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