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.
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.
In a Harvard Business Review article, Denise writes that if your brand is struggling, you should take a hard look at your purpose, not just your balance sheets. Fulfilling a meaningful purpose in a compelling way can be as life-giving to brands as it is to people.
In this TEDx talk, Denise shows how to become a force for positive change while enhancing your customer appeal and long-term competitiveness.
In a guest post on Bulldog Drummond’s blog, Denise says that the purpose of the organization provides a more effective source of differentiation because it is more meaningful and more sustainable.
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!