How marketers can reach their CX North Star

Billy Seabrook, Carolyn Heller Baird

In today's virtual environment, companies realize that their brand needs to stand for something beyond just the transaction, it needs a purpose that is brand-authentic, relevant, and tangible.

"Making the world a better place," as parodied by HBO's popular TV series Silicon Valley, is not a brand purpose. Especially in today's virtual environment, companies realize that their brand needs to stand for something beyond just the transaction. Instead of a lofty, vague, and essentially meaningless sentiment, a brand purpose needs to be brand-authentic, relevant, and tangible.

Think Airbnb. Its mission is "creating a world where anyone can belong anywhere." Some of the speakers at this year's ANA Masters of Marketing Weekoffered excellent examples, as well. For instance, Vicks exclaims its simple brand purpose as...

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