Differentiation Through Purpose-Minded Strategies
Practice Area #1:
Purposeless brands will struggle
and fail to thrive.
Many businesses offer a competitive product or service but operate without the organizing principle of “purpose.”
We know consumers expect more from the brands they use. The consumer mandate is for businesses to also serve an intrinsic human need aligned with their own values and beliefs. Customer trust is not earned without a demonstrated commitment to a higher responsibility.
We believe an optimal strategy is one anchored by a brand purpose that resonates with its target customers and drives the organization's overall behavior.
