‘Brand purpose’ that goes no further than the marketing department is so yesterday. But a purpose that extends across a whole company is a key component of that company's good health.
Article: In Defense of Brand Purpose
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You cannot fulfill a purpose; it’s like a guiding star on the horizon – forever pursued but never reached. ‘Brand purpose’ that goes no further than the marketing department is so yesterday. But a purpose that extends across a whole company is a key component of that company's good health. Article: In Defense of Brand Purpose |