Purpose is the buzzword of the moment, with billion-dollar purpose-driven brands like Tesla, Patagonia and Airbnb leading the cultural revolution around business as a force for good. But what is brand purpose? What are some of the myths and misconceptions around it? How can older companies reverse-engineer it into their DNA in an authentic and meaningful way? And how can leaders harness its power in order to create compelling brand propositions for a new generation of socially-aware consumers - as well as attracting the best employee talent who want to do meaningful work? In this clear and concise book, brand purpose expert Afdhel Aziz provides an introductory guide to the subject, alongside case studies of brands like Adidas, Nike, Tesla, Patagonia and many others to help introduce the topic in an inspiring and insightful way.
Pre-order the book now! Coming in January 2019.