Brand purpose gets talked about in theoretical terms. The real value is in the practical insight for doing everything from clarifying it to putting it to work in your organization. Here is a collection of posts with that useful insight.

• Do consumers think brand purpose is bullshit? – Key quote: "Even the most brilliantly crafted Brand Purpose will have a tremendous hill to climb without the advocacy of employees who are, in truth, its front-line."

• NerdWallet’s First CFO Helps Build and Define a Purpose-Driven Enterprise – Key quote: "People mistakenly think being mission-driven conflicts with being profitable. The two actually reinforce each other in a virtuous cycle."

• Year ahead for brands: A taste for sustainability and fairness – Key quote: "Purpose does not necessarily need to be about altruism."

• The Risk Of Having Purpose Without Being Purposeful – Key quote: "1. Regularly show people how their work benefits others. 2. Help people tie their everyday tasks to a bigger purpose worth committing to. 3. Make contribution goals more important than achievement goals."

• Keith Weed: ‘Without trust a brand is just a product and its advertising is just noise’ – Key quote: “If we took this approach to more brands, not only would it be good for society, it'd be fabulous for the industry."