01 How do we discover our corporate purpose?

Discovering your brand purpose is a matter of following a set of concrete steps which allow you to reflect on two key aspects of your business:

1)    What does the world need?

2)  What is our brand uniquely positioned to create?

The answer lies at the interaction of the two, after a careful consideration of your customers, competitors, category, collaborators, challengers and culture (point 1 above) as well as the origins of your brand, the passions of your employees and leaders (point 2 above).

02 What social impact territories do we have the right to play in?

Identifying suitable social impact territories is one of the first steps on your journey to define your brand purpose. Some territories are naturally more suitable for your brand than others. For example, generally speaking, for an alcohol brand, the territory of homelesness or substance abuse are the obvious no-gos. Landing the right territory is both an art and a science. It requires a sense of moral imagination and the ability to formulate a vision for how the impact could look like as well as following a set of concrete steps to arrive at the right territory. We have frameworks and processes to assist you with both so you can feel sure the territory you have selected is the right one.

How do we design brand purpose campaigns that deliver business growth and social impact, while avoiding the pitfalls?