What is a brand ideal?

Going through Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, came across his definition of what a brand ideal is: A brand ideal is a business’s essential reason for being, the higher-order benefit… Continue Reading →

Apple’s Purpose

Here a wonderful piece from John Gruber about the Apple Park and the Steve Jobs Theater, which was unveiled at the Apple Special Event of September 2017. My favorite part from the piece was his thoughts on the opening tribute… Continue Reading →

The 5th P of Marketing

During his visit to JRE Group of Institutions a few years ago, Dr. Philip Kotler spoke about the 5th P of marketing: I’ve added to the 4ps a new p. you know the 4p’s is what marketers put together in… Continue Reading →

Whole Foods’ Purpose

Whole Foods’ Purpose as described in Conscious Capitalism: The stores are our canvas upon which we can paint our deeper purpose of bringing whole foods and greater health to the world. I love how they describe their store as their… Continue Reading →

[LINK] How Lego’s Purpose Made It the Most Powerful Brand in the World

LINK: How Lego’s Purpose Made It the Most Powerful Brand in the World | IRIS A nice read about how Lego accomplished an amazing turnaround: What followed was a re-organization of the company to ensure that every aspect of the company… Continue Reading →

Make Your Company Great By Harnessing Purpose

Link: A four-part series on how harnessing purpose can make your company great. Our brand purpose consultant Justin was recently interviewed regarding the role of purpose in marketing. Find out the details in the 4-part series over at Nippon Marketers… Continue Reading →

Twenty Predictions for the Next 20 Years

LINK: Twenty Predictions For The Next 20 Years Robert Safian, Editor in Chief of Fast Company, makes some predictions for the next twenty years. Prediction #9 is about purpose: MISSION WILL TRUMP MONEY. Economists have long stressed the power of… Continue Reading →

[Case Study] How Barclays Defined Brand Purpose and Regained Customer Trust

Link: How Barclays Defined Brand Purpose and Regained Customer Trust | Aaker on Brands A quick read on how Barclays responded to a crisis through purpose-driven marketing. In a crisis, here’s what a brand / company can do to react:… Continue Reading →

Roy Spence on the Power of Purpose

A great talk by Roy Spence, chairman of GSD&M, which helped create Southwest Airlines’ famous purpose-driven marketing program centered around the freedom to fly. It’s an hour and half long talk, but contains loads of inspirational advice on life as… Continue Reading →

Purpose is different from mission and vision.

Purpose is not just for big corporations. Nick talks about harnessing the power of purpose at his two pizza restaurants in his TED talk below. He has a great explanation on the difference of “Purpose” and “Mission and Vision” (around… Continue Reading →

What is Purpose?

Chapter 3 in Conscious Capitalism is all about purpose. Highly recommend reading this section on purpose. Here’s how purpose is defined in the book: Why do we exist? Why do we need to exist? What is the contribution we want… Continue Reading →

HSBC’s Purpose

Throughout our history we have been where the growth is, connecting customers to opportunities. We enable businesses to thrive and economies to prosper, helping people fulfill their hopes and dreams and realize their ambitions. This is our role and purpose…. Continue Reading →

Saatchi & Saatchi’s Purpose

From their website: Everything starts with Purpose. And here’s their Purpose.    

Facebook’s Mission

Mark Zuckerberg explains the mission of Facebook in this article from Fast Company: Five years ago, before Facebook’s IPO, Mark Zuckerberg posted what he called a “founder’s letter” that spelled out the company’s philosophy for prospective investors. “We don’t wake… Continue Reading →

Go forth with Purpose

Here is a great book: The Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn an Industry Upside Down. We love the beginning of their last chapter:

Deloitte Global CEO on importance of a culture of purpose

Great quote from Deloitte Global CEO: An organization’s culture of purpose answers the critical questions of who it is and why it exists. They have a culture of purpose beyond making a profit. An organization’s culture of purpose answers the… Continue Reading →

Thoughts about Higher Purpose

Gary Hamel, the originator of the concept of core competence, said on his Wall Street Journal blog in 2009: Ensuring that managerial work serves a higher purpose. Management, both in theory and practice, must orient itself to the achievement of… Continue Reading →

Why do you exist?

Stumbled upon this article from 1995, BUILDING A VISIONARY ORGANIZATION IS A DO-IT-YOURSELF PROJECT: A CONVERSATION WITH JAMES C. COLLINS by Joe Flower. Although it’s ten years old, many principles and ideas still apply. And here’s an excerpt from it… Continue Reading →

What would Walt do?

In Built to Last by Jim Collins and Jerry Porras: the Disney film studio languished for nearly fifteen years after his death as Disneyites ran around asking themselves, “What would Walt do?” Perhaps the more fitting question is not what… Continue Reading →

Millward Brown Perspectives Volume 6 (2013)

Lots of great info about purpose and brand in Millward Brown’s annual publication in 2013. Here are some highlights: Purpose change. But sometimes a company’s purpose has to change because the world around it has changed, as when 20 years… Continue Reading →

What will it take to be a successful entrepreneur in the future?

Esther Dyson, chairman of Adventure Holdings, on what it takes to be a successful entrepreneur: The best entrepreneurs have a sense of purpose that drives them. You can pivot better if you have a purpose, because then you have something… Continue Reading →

P&G former CMO’s 5 lessons in marketing and branding

P&G former CMO, Jim Stengel, shares the lessons he learned in marketing, branding, and life with P&G at a session for Association of National Advertisers Masters in 2008. The five lessons: To put people at the center of what we… Continue Reading →

Mission and Purpose

In Onward: How Starbucks Fought for Its Life without Losing Its Soul, the CEO explains that they once strayed from their mission. He also explains how he views the relationship of mission and purpose: Starbucks’ mission statement had never been… Continue Reading →

Khan Academy’s Mission

Khan Academy’s Mission Our mission is to provide a free, world‑class education for anyone, anywhere. This is how they describe their story: What started as one man tutoring his cousin has grown into an 80-person organization. We’re a diverse team… Continue Reading →

KPMG’s Anthem

Speaking of KPMG and Purpose, here’s their anthem video:    

Ikea’s Mission

As described by Ikea Group CEO Peter Agnefjäll in a FORTUNE article: We’re guided by a vision to create a better everyday life for the many people. That is what steers us, motivates us—that is our role. Recommend the article… Continue Reading →

SurveyMonkey’s Mission

Some may think surveys aren’t the most exciting thing in the world, not for the people at SurveyMonkey. The mission of SurveyMonkey is simple and straightforward. As stated on their website: We want to help you make better decisions. That’s… Continue Reading →

What is airbnb a symbol of?

Here’s a great video explaining airbnb’s big idea and what their logo represents: And I like how they articulate their mission on their blog: We asked ourselves, “What is our mission? What is the big idea that truly defines Airbnb?”… Continue Reading →

A quote about Purpose from Starbucks’ ceo from Forbes

  When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible. – Howard Schultz

How to build the perfect workplace

A great read over at FORTUNE on how to build the perfect workplace. By looking at the 100 best companies to work for, he finds that they focus on four elements of culture: mission colleagues trust caring When it comes… Continue Reading →

Google’s 10 things to transform your team and your workplace

Another great read from FORTUNE. This one is from Laszlo Bock, SVP of people operations, Google. He offers 10 steps to transform your company to a “high-freedom” environment. First thing on the list is, give your work meaning: Work consumes… Continue Reading →

We believe + Purpose

“We believe” provides the context for your Purpose. In communicating your Purpose to employees and customers, it is important to also have what we call the “We Believe” statements with it. By telling your audience what you believe and what… Continue Reading →

General Mills and Purpose-driven marketing

Here’s a great article from CMO.com about General Mills and how they are embracing purpose-driven marketing. Some highlights: Outlining a brand’s purpose and then shaping brand engagement around that purpose is the key to effective marketing. Seek to serve the… Continue Reading →

11 Best Resources for Purpose Marketing

BrightHouse has a list of 11 wonderful resources for marketing. The list includes a selection of insightful and inspiring videos, studies, articles and books. From the list, these are our favorites: How P&G, Google and Southwest Learned to Sell With… Continue Reading →

TED Talk: A story of purpose

A great TED talk by Joey Reiman, founder of Brighthouse.    

Unilever on B Corp and Purpose

Just came across this article on Unilever’s plan to become a B corp on Guardian. Here are some quotes highlighting the movement of businesses becoming purpose-driven: The movement to put purpose at the heart of business strategy has received a… Continue Reading →

2012: The Rise of the “Good Companies”

From Fast Company’s article about 20 moments from the past 20 years that moved the world forward:  Businesses focused on social good have been around for decades, but the concept really took off in 2012, as new laws in several… Continue Reading →

TOMS’ Brand Video

 

Ambitious Purpose

At last year’s Association of National Advertisers (ANA) conference, in an interview, former P&G CMO talks about how ANA became successful and the importance of having an ambitious purpose:  The ANA has had explosive growth since 2001, 2002. And the… Continue Reading →

Power Of Purpose Infographic

An infographic from BrightHouse about Purpose:

Harley Davidsons Purpose

From their website: Fulfilling dreams of personal freedom is more than a phrase. It’s our purpose and our passion. Fulfill dreams of personal freedom – simple, powerful, and inspiring.

Purpose of General Mills

General Mills is another company that is making Purpose its core. On their website, you’ll find that Purpose is one of the major pages under their company section. Here’s what they say about their Purpose: We serve the world by… Continue Reading →

What is Purpose?

Here’s a great video explain what purpose is from BrightHouse: