Brand purpose is not a marketing buzz word, it’s the powerful force at the center of many of the world’s most successful companies.
Brand purpose flows from the unique intersection between deep human psychological needs (those of both customers and employees) and a company’s history, equities and character. At its best, it is authentically expressed across all parts of a brand’s ecosystem. Because people are increasingly skeptical of companies that seem more motivated by burnishing their public image than they are by living out their larger purpose, proving your brand purpose out by word and deed is critical to success.
So, how does an organization avoid marketing buzzwords, public skepticism and the pitfall of “purpose washing” and become an authentic purpose-driven brand?