How Does Your Brand Purpose Stand Up?

light blub R. Michael Brown Freelance Writer

By Scott Goodson & Chip Walker.

Introducing the Purpose Power Index, the world’s first empirical study of purpose-based brands with 17,500 responses.

CEOs and other leaders have increasingly been focused on building brand purpose. Companies such as SY Partners, BCG, and StrawberryFrog are specialized in helping companies define brand purpose. But, until now, there has not been an empirical study of purpose brands.

The Business Roundtable, with the signatures of 181 CEOs, committed to lead their companies with purpose for the benefit of all stakeholders — customers, employees, suppliers, communities, and shareholders. This breakthrough has inspired a “purpose race” as company leaders seek to find their “why.”

“A 360 Degree Integrated Marketing and Communications Plan connects with all of your audiences. It’s an holistic approach to marketing.” Find out how we do it.

R. Michael Brown

In a recent article in the Harvard Business Review, leaders have been told to put purpose at the core of their strategy. Today, there is the first-ever empirical measure of brand purpose. For the business skeptics, this research study with 17,500 responses proves that brand purpose leads to clear business and performance advantages. But the greatest learning of all? That having a brand purpose is good, but activating it effectively over time is crucial.

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