What's All This Talk About Brand Purpose?

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“Purpose is more than just a mission statement or a commitment of values. It defines an organization’s value in society, which allows it to simultaneously grow its business and positively impact the world.” - Cone/Porter Novelli Purpose Study (2018)

Purpose-driven businesses seek out empowerment marketing strategies because they know without shared values, their missions wouldn’t spread.

Values (it turns out) not only drive a company’s competitiveness and profitability, but also influence and help build the communities within which they serve.

Your brand purpose, or BrandMantra™ as I like to call it, is more than just a fluff-filled social cause, monthly donation or badge on a website. It’s the reason you exist in the first place and creates one hell of a competitive advantage in an ever-increasingly noisy world.


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