Five key challenges of activating brand purpose

How to overcome five critical challenges of activating brand purpose as exemplified by US brands.

How to overcome five critical challenges of activating brand purpose.

By now, most marketers are aware of the importance of having a brand purpose — a clearly defined reason for a brand's existence that goes beyond sales and profits, has a distinct societal benefit, and, at least in theory, provides a framework for every strategic business decision. Being purposeful has enabled brands like TOMS Shoes, Nike, Patagonia, Airbnb, and other leading brands to gain a market advantage — and oodles of positive buzz — in a business eradefined by the collision of social media and social consciousness....

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