In pursuit of brand purpose

This article sets out what brand purpose is, why an organisation would aspire to one, and how a business should go about creating purpose.

In pursuit of brand purpose

Liz Tinlin GreenBabel

'Purpose' is the first pillar of the Marketing Society's new Manifesto for Sustainable Growth. Liz Tinlin takes us on a quick tour of what purpose is, why we would want it, and how to create one.

Would you love your whole organisation to believe in the same goal? Contribute to something bigger, steering your brand's impact on the world? Build a stronger, more enduring brand?

Pursuing 'purpose' can help you to achieve these aims because it provides a focal point, a big idea, around which to rally marketing thinking and the...

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