Shining A Light on Brand Purpose

Just like politics and pineapple on pizza, brand purpose has a clear divisive capability. Either you mock it and believe it’s a load of marketing fluff, or you are devoted to it and believe it will save us all in the long run. In our eagerness to voice an opinion about it, though, we often forget to define it. This means teams regularly end up at odds with each other, primarily because they have failed to agree whether they’re arguing about pineapple or politics.