We’ve established that Brands should stand for purpose, not search for it.
Brands should stand for purpose, not search for it
At the same time, it’s essential that your brand purpose does not limit your brand to a specific category. Instead, it should be broad enough to be applied to several categories as part of a coherent and cohesive business strategy.
Applying the purpose to a category is fundamental—Brands need to activate their purpose. Otherwise, your purpose is an empty corporate statement on your office walls.