What's All This Talk About Brand Purpose?
“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.