Last month I blogged on the purpose of a business and the problems that can arise when organizations lack a clear sense of purpose, or when they define success narrowly in financial (shareholder-centric) terms. Today’s post focuses on business purpose and its links to corporate brand strategy. In the context of brand strategy, purpose energizes [...]
Tags: Apple·brand strategy·corporate identity·corporate purpose
The brands I admire most have a long-standing commitment to their core principles, the things the brand stands for in the mind of consumers. Whether you like the brand or not, you know what it stands for. I suspect that one of the reasons brands tend to zig and zag so much is the impact [...]