Shareholders are no doubt important to an organization. They just shouldn’t be the sole focus. Brand purpose can help.
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A purpose-driven brand story fosters an emotional investment and ignites passion in those you hope to serve. It’s what makes a brand enchanting.
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When organizations move past these misconceptions, they unlock the true potential of purpose-driven branding.
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It's easy to overlook the profound impact a simple brand purpose can have.
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The brands that so easily abandon their purpose-driven approach are the ones that need to go.
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Purpose is not like an offering that you develop and launch. Think of it more as an evolution. Or better yet, a journey.
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Your brand purpose helps drive profit. And profit helps advance brand purpose.
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It doesn’t matter if you’re launching a brand or reinventing one. If you want to create something truly special. Clarify why you are.
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If we want to become an invaluable brand, we need to go deeper than fulfilling the base needs. We need to ask what difference we can make.
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These advantages are why visionary brands have embraced a purpose – it creates mojo for the brand that is felt inside and outside the organization.
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People have shown that they appreciate and value purpose-driven brands. We just need to remember that they need multiple exposures. And stories that demonstrate its meaningfulness.
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A vague or lofty brand purpose statement just won't cut it. You need to let people know how they can join you in making a difference.
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A rallying cry isn't there to explain the brand. It's there to amplify it.
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It is a valuable bit of shorthand, delivering a meaningful and memorable way for everyone to understand what embracing brand purpose is all about.
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Leave purpose out of the equation and you walk away from arguably the most powerful factor in helping people make a decision to engage with you.
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Your brand can do well by doing good. In fact, the best way to do well is to do good.
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Purpose sets your brand on a mission, creating new clarity. New meaning. And new momentum.
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If you want your brand to be truly special, you need to lay the foundation. Then you need to let that guide you. Guide you to the kick-ass concept.
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Here are 7 quotes to help inspire your efforts in the pursuit of your purpose.
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Purpose is not a new concept. Today's expressions of purpose trace their roots back centuries to a Japanese concept.
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