Defining Your Brand’s Purpose

Vice President, Digital at Clearbridge Branding Agency, overseeing clients’ digital and social media efforts.  getty When asked to define your brand’s purpose, it is easy to reply with the flippant response of “to make money.” And as business owners and entrepreneurs — and yes, even marketers — can agree, making money is […]

What Is the Purpose of Your Purpose?

Idea in Brief The Problem Despite its sudden elevation in corporate life, “purpose” remains a confusing concept. Finding the right one involves identifying an authentic and motivating basis for alignment among key stakeholder groups. Why It Exists Purpose is used in three distinct senses: competence, as in “the function that […]

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