There have been a number of good posts over the past few months examining the benefits of your brand embracing an authentic purpose-driven approach. The insight has covered everything from research on the effectiveness to guidance on pursuing your Big Audacious Meaning. I have collected 5 of the best here to help you find the most useful insight.

• Your Company’s Purpose Isn’t to Save the World
  Good guidance on how to craft an effective purpose statement - and avoid simplistic, empty pledges.

• 5 Studies on the Benefits of the Purpose-Driven Workplace

  Interesting findings that identify the benefits of purpose, showing that organizations perform better when they’re rooted in an authentic purpose.

• ANA Launches Center For Brand Purpose To Help Advertisers Find Their Big Picture

  The Association of National Advertisers has launched the ANA Center for Brand Purpose. The group hopes to help organizations understand and activate brand purpose. This is a good summary of the new effort.

• Why A Good Rebrand Starts With A Brand's Core

  Good article that demonstrates how purpose is a key factor in defining the core of a brand.

• Creating a Purpose-Driven Organization

  Purpose is not just a lofty ideal; it has practical implications for your company’s financial health and competitiveness.

I hope you find these useful. If you have any questions about tapping into the irresistible power of a Big Audacious Meaning - from clarifying to activating - don’t hesitate to reach out.