brand purpose
 

“This book identifies how to not merely talk about purpose but actually do it.”

Ranjay Gulati
Professor, Harvard Business School

 
 

ACTIVATE BRAND PURPOSE

It’s time. The enormity of the actual challenges that we face as a planet, a civilization as a community requires a new kind of business leader. One that stops talking about purpose and starts tangible actions. Activate Brand Purpose shows readers what is wrong with purpose and lays out a pragmatic roadmap for how CEOs, CHROs, CMOs, CSOs and CFOs can galvanize the people who matter inside the company and out. In the process, leaders can transform the culture and habits of employees, grow the company while making much needed positive impacts in our communities and our world. Companies that activate purpose thrive.

 

A WAKE-UP CALL FOR LEADERS WHO WANT TO CHANGE EMPLOYEE HABITS, TRANSFORM THE COMPANY, AND GROW THEIR BUSINESS.

While there are many books out there about the importance of brand purpose, none focuses on perhaps the most challenging part of it: how to activate purpose throughout your organization and with consumers and other stakeholders, and how to avoid decay over time. This book gets to the heart of how you can activate your brand purpose to change your employees and transform your company. It shows you proven ways to grow your business, your brand, your market share. And it shows you how to measure and track purpose empirically.

The greatest challenge facing leaders is activating and actioning purpose driven brands to the people who matter inside the company and out. More than 87% of consumers would purchase a product because a company advocated for an issue they cared about, and more than two-thirds would refuse to do so if the company supported an issue contrary to their beliefs.

We live in an age of activism - the conscious consumer is more socially aware than ever before, and this is reflected in their buying habits. Yet, activism on behalf of brands is lagging. While many claim to be 'purpose driven brands', far too often this purpose is relegated to a plaque above the CEO's desk, and never goes any further. Or, worse, the 'purpose' is transparently used as a marketing ploy, but never acted upon in any real way.