Introduction
Brand purposehas, over time, evolved from being an egalitarian concept that brand custodians would play little attention to, to becoming one of the cornerstones of brand strategy. The pay-offs of integrating purpose into brand strategy have started becoming visible in recent years. However, the jury still appears to be out on what makes for effective, engaging, purpose-driven brands. As brands grapple with choosing what purpose to own and how to do so, it is becoming increasingly apparent that we need to look for ways to "activate" a brand's purpose and make a brand truly meaningful in people's lives....