Purpose without a clear definition is meaningless

Daianna Karaian

This article covers brand purpose, specifically its spectrum of meaning from a vague positioning intention to very specific action, arguing that purpose should refer to some sort of social mission borne out in all the brand does.

Purpose without a clear definition is meaningless

Daianna Karaian

There is much confused and ambiguous talk about 'brand purpose', with writers and speakers using the term in ways that range from vague positioning intentions to very specific actions. Daianna Karaian argues that 'purpose' should refer specifically to some form of social mission and evidenced as such in everything a company or brand does.

I'm bored with purpose. So much energy has been spent on books, blogs, seminars and studies about why brand purpose is important. And yet so little of note has been done about it - probably because we...

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