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…



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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