The True Meaning of Brand Purpose

The True Meaning of Brand Purpose

Understanding the true meaning of purpose in brands Like Brexit, a subject close to my heart, the debate on the subject of Purpose is on a non-stop crescendo. Sticking the word “purpose” into the headline of an article that’s about something completely different is...

Be Better with B-Corps

‍ ‍ Purpose is the pin-up of 2019, for better or for worse. First, the re-statement by 181 US CEOs (under the auspices of the business roundtable) that the paramount duty of business is not just to maximize shareholder value but is instead to maximize broader...

The Value of Brand Authenticity

‍ Balancing purpose with profit is a challenge that the more linear and profit driven entities of yesteryear never really had to reconcile. Enterprises today either tend towards more lofty and ambitious environmental or socially driven ‘manifestos’ and then lose their...

Brand Purpose & Performance Art

THE IMPACT OF ART Often overlooked, art can have a pivotal impact on social and political change. Art encourages new concepts and ideas and can motivate society to consider a new point of view – so when it comes to social impact – it can have tremendous...