The Brand Purpose answers the question why the brand exists and what it strives for. It is based on core beliefs and values. A strong brand purpose is an essential growth driver for the brand: it motivates customers, employees and other relevant stakeholders and guides brand decisions and activities. Studies* have shown that brands with a compelling brand purpose grow 3x as fast as brands without this clear direction.
The objective of the Brand Purpose Program is to develop and consistently activate a powerful brand purpose. The first step is to gain clarity about the core beliefs behind the brand. In a second step a compelling brand purpose is created and activated across all areas related to the brand.