When asked to define your brand’s purpose, it is easy to reply with the flippant response of “to make money.” And as business owners and entrepreneurs — and yes, even marketers — can agree, making ...

The temperature of the debate about brand purpose has risen in recent weeks, with Peter Field’s plea for an end to the “vitriolic criticism” of purpose marketing resulting in yet more criticism of the ...

Members of Fast Company Executive Board share their expert insights. [Image credit: Photos courtesy of the individual members] The Fast Company Executive Board is a private, fee-based network of ...

The current pandemic has a D-Day for marketing: it's not that it's about a "disease," but about a new era of "disruption" that will accelerate a shift that has already begun to take place in the ...

A clear brand purpose can be a powerful asset, but only if it’s tied to the specific outcomes your business is trying to achieve. Many teams treat purpose as a separate track from performance, which ...

The image by Cory Doctorow is licensed under CC BY-SA 2.0 The coronavirus, with its unprecedented impact on travel, retail and day-to-day life, has sped up several key consumer trends, leading more ...

Today, the result of standing for something clear, meaningful, and consistent will gain the most attention. Brands with purpose earn trust faster, last longer, and grow deeper than those without it.

Purpose-driven brands know that the key to successful engagement is connecting consumers to their brand purpose and mission. The most effective ways to do that is to listen, communicate, and build ...

That clarity evolved into a three-part purpose — product (make the finest ice cream), economic (build a sustainable business), and social (use the brand to make the world better). Over time, this wasn ...

To say 2020 has been challenging is perhaps the understatement of the year. As organizations looked with optimism at the start of a new decade, those hopes were dashed by March as COVID-19 brought the ...

An idea that's hit the business world like a tsunami in recent years is "higher purpose." In 2019, the Business Roundtable of 181 leading CEOs signed a declaration of "purpose over profits." That same ...

For those of you unfamiliar with the Ehrenberg-Bass Institute for Marketing Science, it has had a long and distinguished role as the iconoclast of marketing science and media measurement. In his ...