Building purpose into your brand (Landor Perspectives 2012)

This article looks at the importance of purpose to brands and how businesses can implement it. What branded organisations do is more important than what they say, requiring an "inside out" approach to branding, and being known as corporately responsible can significantly elevate an organisation's overall leadership perceptions.

Building purpose into your brand (Landor Perspectives 2012)

Hayes RothLandor Associates

"Maximum growth and high ideals are not incompatible. They're inseparable."

—Jim Stengel, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies

As marketers engage in the relentless search for the tools and means to achieve brand supremacy, thousands of textbooks, memoirs, and how-to books have offered insight and counsel on the dark secrets of marketing success. Most evolve around the familiar tenets of knowing one's customer, insightfully plotting a category's competitive white space, and effectively delivering on a consistently relevant and differentiating message to...

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