Should Your Business Embrace a Purpose-led Brand Strategy?
Purpose-led The notion of purpose-led does more than make brands appealing to people – it makes money for the businesses that embrace the concept. So claims the chairman of Deloitte, an active evangelist for the “squishy business attribute” called purpose. Why invest in a woolly, emotional, and squishy idea like purpose? Won’t it be hard to get everyone in my organization and all my customers to understand and embrace it? What is it really beyond a set of words? What value does brand strategy deliver? These are the questions I often confront as a proponent of empathy, purpose, and emotion....
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