Why purpose is a game changer for a brand

Ask anybody and they’re likely to tell you that having a brand purpose is a good idea. In fact, we’d be hard pressed to find someone who thinks otherwise today. We can all get behind the idea of a Big Audacious Meaning.

The trouble is that this purpose is all too often just some vague notion. We all know it’s good, but we can’t really give all that many details as to why. So here’s why.