The topic of purpose-driven brands has been very hot in brand strategy for several years. And with good reason! Purpose-driven brands can really connect with their audience in an authentic and emotional way. It’s not the right strategy for every brand in every case, though.
Check out this short video for some initial thoughts on the importance of brand’s using their purpose as a “burning platform” to ignite consumer affinity. There’s a lot to say, so this is is a topic I’ll be coming back to again.
