In today’s cluttered, uber-competitive, over-retailed, choice-overload world, your brand must have an clear, meaningful reason for being. You need to play an invaluable, irreplaceable role in people’s lives. Hope you enjoy is a collection of my resources on brand purpose and purposeful leadership.
What Is the Purpose of Business?
Denise explains that, at its core, a company exists to create value. A narrow, short-term understanding limits that value to financial gain. A more sustainable, meaningful, responsible view of creating value includes making a positive social impact.
You Don’t Need A Mission Statement, You Need A Brand Purpose
In a Conscious Connection article, Denise writes that most business leaders know they should promote a purpose for their organization, but most also go about it the wrong way..
Great Brands Never Have to “Give Back”
In this TEDx talk, Denise shows how to become a force for positive change while enhancing your customer appeal and long-term competitiveness.
Make Your Purpose Powerful
A single overarching purpose that encompasses the value of your product or service and provides a deep rationale for stakeholders is essential to a company’s success, says Denise Lee Yohn in this Smartbrief on Leadership video.
Brands Should Take a Stand
Brands represent more than products or services, Denise writes. They convey value through their personalities, their communications, and their ideas — and as such, brands should take a stand.
If you’d like more perspectives on brands and brand-building like this, please join the exclusive list of CEOs, CMOs, entrepreneurs, and other business leaders who receive my periodic emailed briefings. As a thank you, you will receive a free chapter from each of my books, What Great Brands Do and Extraordinary Experiences: What Great Retail and Restaurant Brands Do!