Decoding brand purpose

Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.

What is it that caused a local Swedish peer-to-peer application, Swish, to be perceived as more purposeful and innovative than Google in just a couple of years? Why does having committed employees correlate with people's belief that a company will have a clear role and be popular in the future? Why is it not enough to perceive sustainability as purposeful? And why is it important to create progress with purpose?

In this article, we will discuss these and many more questions as we decode why purpose is important and what it is that makes a brand purposeful.

Brand purpose is...

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