A shared brand purpose really puts a company at the heart of the customer’s world (as it should be), making service smoother, offerings far more relevant, side-steps the thorny issue of using differentiation to interact with customers, makes communications more efficient, and adds a feel-good factor to everything it chooses to do across the full marcom and non marcom spectrum from CSR, governance and so on.

High-growth companies understand that having a brand with a strong sense of purpose is more attractive to customers, employees and suppliers.

They know that people buy from businesses that are driven by higher motives than bottom line and shareholder value.

Brands with a strong sense of purpose are finding success by being both commercially and socially minded.