A sceptic and an enthusiast walk into a bar… They walk out with a new brand resolution. That might not be the funniest joke you've ever heard. Well, it's not meant to be one. Read on to find out how these two polarising characters land on a more purpose-driven brand role.

For a brand to survive and thrive in an increasingly commoditised world, it needs to justify its existence in people's lives. A brand purpose is built on a specific point of view about the world we live in. It has beliefs, attitudes, a tone, a personality, and, most importantly, a mission. It identifies a real source of tension affecting people's behaviour and is committed to resolving it.

The immediate, short-term benefit of finding that unique brand purpose is that it inspires greater creative work, differentiating a brand from its competitors. By identifying a brand purpose, you expand the boundaries of a brand's offerings into uncharted territory, tapping into creative potential that goes way beyond what a brand offers or how it offers it. In the long run, it builds greater affinity and engagement, which can have a major impact on returns. Most importantly, associating a brand with a higher purpose has been shown to have huge business implications.