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
I’ve been musing on the question of Purpose while reading the Wall Street Journal and online business press, trying to understand how so many bright people can have caused so much lasting damage. Why Do Companies Exist? There are those who think that businesses exist for solely utilitarian reasons: to satisfy customers, generate profits, create [...]
Tags: corporate purpose·strategy