What Distinguishes a True Purpose Brand
Over the past decade, purpose branding has soared in popularity. But it is one thing for a company to identify a purpose, and quite another for it to define the essence of the brand by that purpose. It's the difference between being a true purpose brand and one pretending to be. So says Mitch Duckler, founder and managing partner at the brand and marketing strategy consultancy FullSurge and author of the Amazon best-selling book, The Indispensable Brand.
True purpose branding, Mitch contends, is far more than a logo, tagline, or corporate social responsibility (CSR). It is the process of targeting, positioning, and marketing your brand in a way that benefits society.
In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mitch joins host Ken Beaulieu to discuss the characteristics of a purpose brand, the evolution of the purpose movement, the benefits of being purposeful in inflationary times, and much more.
The Beyond Profit Podcast airs Tuesdays at 10AM EST. For more information about the ANA Podcast Network, visit www.ana.net/podcasts.
Source
"What Distinguishes a True Purpose Brand." Beyond Profit Podcast, 12/22/22.