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Purpose Statement

Wirecutter’s purpose statement plus a purpose statement template for your website

I recently visited the Wirecutter website to look for recommendations for a mobile battery pack. While over there I came across their purpose statement near the top of the page.   Wirecutter supports our readers with thousands of hours of reporting and… Continue Reading →

Fiasco Gelato

Just learned Fiasco Gelato from The Society of Cult Brands. Fiasco was added to their list of Emerging Brands. Here’s how they introduced Fiasco Gelato: The purpose driven team at Fiasco stands by its mission to enrich people’s lives. They… Continue Reading →

Highlights about Purpose in 2017

I’d gone through my notes from 2017 and here are info and insights from 2017 that I think you’ll find helpful. White Paper / Report Purpose with the Power to Transform Your Organization (Boston Consulting Group) If I had to… Continue Reading →

White Paper from BCG: Purpose with the Power to Transform Your Organization

Just came across this white paper from The Boston Consulting Group. Published this year in May, it covers why purpose matters so much today, the definition of purpose, and how an organization can bring it to life. Found the use… Continue Reading →

Disney Parks and Resorts’ Vision

From the overview on their website: At Walt Disney Parks and Resorts, all of our Cast, Crew and Imagineers across the globe share one vision — to give our guests opportunities to create memories with their friends, families and loved… 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 →

[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 →

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 →

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