Musings of a Marketing Maven

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Entries Tagged as 'corporate purpose'

Business Purpose – Brand Context

April 27th, 2009 · Comments Off · Brand Matters, Marketing

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 […]

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The Purpose of a Business

March 20th, 2009 · 4 Comments · Back to Basics

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 shareholder […]

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