GLOBAL 2016: Purpose works when it drives consistent action
Many brands today develop a purpose but then don’t do anything differently. Often the necessary change conflicts with existing business objectives and capabilities, and the brand purpose is seen as something for only marketers to worry about. But without clear and consistent action behind a compelling purpose, the consumer remains unaware and unengaged. If a brand can create a purpose that galvanizes the whole business as well as its marketing strategy, amazing things can happen.