Brand Purpose

By Jim Stengel | Brands that center their businesses on the ideal of improving people’s lives resonate more with consumers — and outperform their category competitors. Here is a collection of articles highlighting companies activating their brand purpose.

​ Creating a purpose-driven brand

Paul is co-founder and strategic partner of Brand+Story, a branded content + entertainment consultancy based in Sydney. He and creative partner, Josh …

You Know What A Meal Kit Is, Now Blue Apron Wants You To Know Its Brand Purpose

Co-founder and CEO Matt Salzberg talks about the strategy behind the new “Start From Scratch” ad campaign.<p>At first glance, the idea of a meal kit–a box of prepared ingredients and a recipe that shows up at your door to help streamline and ease the burden of cooking–seems at best lazy, and at worst …

Startups

5 Ways To Build A Purpose Driven Brand In Collaborative Economy

The sharing or collaborative economy is growing daily around the world and quickly morphing into a recognized driver of purpose as much as democratized access and convenience.<p>cc: Pixabay.com<p>As the eras of purposeful business and sharing collide, the impact has been massive and far-reaching. By …

Marketing

Brand purpose drives Pokémon Go

SINGAPORE: Infusing core brand values of "explore, exercise, socialise" with augmented reality innovation were driving factors in the development of …

Best Brands

Brands

Lowe's Shows Some Love -- To A House

Photo by Justin Sullivan/Getty Images<p>A three-minute TV commercial. Yes, three minutes. The logo of the brand behind the spot — a major brand as well, does not appear until the last five seconds and a new CMO who believes that “transactions alone do not build loyalty.” Oh yeah, the aforementioned TV …

Lowe's

Case study: How Deutsche Telekom brought its brand purpose to life through mobile gaming

Mobile gaming is hot news at the moment as the Pokemon Go frenzy reaches fever pitch. While it may not have generated similar levels of hype, …

Running a Business on Purpose | Jim Stengel

YouTube

Why "Why" Isn't Enough

As a millennial entrepreneur, I was greatly influenced by Simon Sinek's 2009 TED talk "How Great Leaders Inspire Action" and the introduction of his Golden Circle. Heck, we founded a company on it. And no, it has nothing to do with the fact that if you say our last names fast enough we could pass …

Leadership

Brands Sharing in the Success of Purpose-Driven Leadership – Press Releases on CSRwire.com

SAN FRANCISCO, May 25 /CSRwire/ - Nearly 2,000 Sustainable Brands® business and brand leaders will gather at SB’16 San Diego, June 6-9 at the …

How to Build a Modern Marketing Organization

Executives that organize the most productive and profitable marketing departments focus on data and consumer insights. Due to the rapidly changing …

The Real Thing: Conveying Brand Purpose Through Brand Journalism at Coca-Cola

April 26, 2016<p><i>[courtesy of coca-cola]</i><p>In today’s marketplace, successful brands must do more to engage with — and retain the trust of — consumers who …

How Apple, Unilever and Marvel are using brand purpose to drive innovation

The business benefits of a powerful brand purpose are well rehearsed but its ability to drive innovation is often overlooked, writes Jo Parker, CEO, …

Innovation

Powerful brand is all about a powerful human purpose: Carol Foley, Leo Burnett

Leo Burnett uses the HumanKind approach in order to understand the brand better and develop a deeper understanding with the consumers. Over the last …

Hyatt CEO Q&A: Bigger Isn't Better and Loyalty Is More Than Points

Hyatt Hotels Corporation is not the biggest hotel chain.<p>At 611 hotel properties and 162,336 rooms, Hyatt is no Marriott (with Starwood: 1.1 million …

Three Profound Themes From The 2016 Advertising Hall Of Fame

My favorite business event of the year is always the American Advertising Federation’s Advertising Hall of Fame. Every year it celebrates the stories of a few people in the advertising industry who have left their mark, who have made the industry better.<p>Former President Bill Clinton introduced 2016 …

Advertising

Living Your Brand Story Beyond Demo Day

For most entrepreneurs, when you’re starting out, your story is all about preparing for pitches. You want to show investors you have solid traction, the coolest product and a passionate team ready to solve a big problem. Your primary goal is to get a second conversation by telling a compelling …

Marketing

Branding With A Purpose

Why do so many in our business see brand advertising as mutually exclusive to sales-measured marketing? Peter Drucker certainly wouldn’t. His writing …

The Elon Musk Leadership Model: 3 Key Steps To Building Radical Brand Evangelism

Image via Flickr courtesy of Steve Jurvetson<p>Last week, Elon Musk unveiled the much-anticipated Tesla Model 3, which is set for release in 2017 at a starting price of $35,000. Much has been written about the car itself, encompassing everything from its affordable price point to its standard …

Tesla Model S

'Brand purpose' means nothing if you don't deliver

The successor to the mission statement is, alongside commitments to sustainability, capturing imaginations in the boardroom. But it's about doing, …

Leadership

Three Pillars of Organic Brand Growth

As founder and CEO of Global Icons, a global brand licensing agency, I've worked with dozens of brands over the years to help them reach new audiences and additional revenue streams. While every deal is different, there are core elements that remain constant in helping brands grow in organic ways. …

Branding

How Mattel is getting back to its creation brand roots

It’s a story all too many established brands face: How to retain relevancy and purpose when the competitive landscape, digital disruption and …

Big Companies Don’t Have to Be Soulless Places to Work

Studies have shown that 70% of the workplace is disengaged. That’s on top of the fact that in the near future 40% of the workforce will be freelancing. What this tells us is that most employees are either quitting and leaving their jobs or — worse — quitting and <i>staying</i> <i>in</i> the organizations in which …

Harvard Business Review

Brands must become sustainable or risk irrelevance

The marketing boss of Unilever on why consumer expectations mean brands need to lead for positive change<p>There has been much talk in marketing circles over the past few years about brands with purpose, brands with meaning, brands that matter – whatever you chose to call them. In fact purpose was one …

Sustainability

Nobody demands respect (and gets it) | Marketing Magazine

<b>There’s nothing more satisfying or stimulating than work worth doing under a leader worth following, writes Jac Phillips, as she argues that there</b> …

6 Pillars of Intentional Leadership: ​People plus purpose equals profits

The 6 Pillars of Intentional Leadership are key to creating organizational alignment and long-term profitability. This exclusive Phoenix Business …

Leadership

Moving day for corporate purpose

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on …

Ad of the Day: Microsoft Teaches Kids About Brilliant Female Inventors for Women’s Day

Quick, name an inventor … a <i>female</i> inventor. Not so easy, is it?<p>In the 100-second film below, part of Microsoft's "Make What's Next" campaign timed to …