Brand Purpose, The Myth Debunked

🎙️ We The Business


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Intro

Over the last seven years, an idea that is widely promoted in the advertising and marketing world is “brand with a purpose outperform those that don’t have one.” Let's dive deeper to check if the idea is correct and based on the right data.


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Stengel’s conclusion was, brand purpose is driving business success.


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Notice the problem? The brand purposes are just category descriptors. They can apply to any company in that category.


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I hope you keep fighting for them with or without revenue.


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