• "In purpose-led brands, marketers become storytellers; and focus on mobilizing customers, employees and stakeholders on the purpose — and on telling their stories

• "They build their purpose into everything they do; and thus, their purpose is communicated to their customers by the very act of conducting business

• "Customers want to know the people and values behind the brand; this becomes part of the value proposition

• "Stakeholders help purpose-driven companies achieve their purpose and build their brand — and hold them accountable for it

• "Leaning into purpose attracts customers — and customers that hold back can be cultivated as purpose ambassadors in the future"

Article: Digging Deeper Into Marketing's Pivot Purpose