All else being equal, the purpose-driven brand wins

When purpose emerged as a factor of modern marketing, there was a false perception that arose. Some mistakenly believed that adopting a purpose was the long-awaited secret to winning over prospects.

This caused a problem as inauthentic marketers grabbed at the first purpose that they thought they could reasonably claim. Forget whether it truly aligned with who they were or…

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Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.

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