Purposeful Brands

Book excerpt: Drive innovation, brand loyalty and customer engagement through creating and acting on a crystallized and authentic brand purpose that demonstrates your company's commitment to making a positive impact on the world. Research demonstrates that brands who embrace purpose in a meaningful and joined-up way enjoy higher growth rates than their competitors. Purposeful Brands presents a clear and practical blueprint for defining and communicating a brand's purpose and - more importantly - creating alignment across a company to reflect what action it takes to support its purpose, mission and values, including sustainability initiatives. Written for branding, marketing and communications professionals in both new and established brands of all sizes, Purposeful Brands describes how to unlock energy through fostering innovation and creativity, use storytelling and data to communicate effectively with consumers and secure buy-in from stakeholders to help drive organizational and cultural change. Featuring original research, case studies and examples from leading brands including Abercrombie & Fitch, CVS Health, eBay, Microsoft and Sustainable Brands, this book is written by a leading practitioner in the space of brand purpose, impact and sustainability. It is an essential resource for embracing your brand purpose, to achieve the competitive edge and contribute to a regenerative and equitable world.