How purpose transforms a brand

Over the years, brands focused on how they could convince prospects that they could deliver a benefit that was worthwhile.

Brands took one of two routes. Either the rational route or the emotional one.

The rational route entailed regaling us with lots of details about the functionality of the offering. Truck commercials are prime examples. We get to hear about engine size, torque, and…



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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