Company Heritage as the Seedbed of Brand Purpose

Thu, 16 May 2024 00:00:00 -0400
Pulse

Even for organizations that are principled and well-intentioned, landing on the right brand purpose to adopt is a significant challenge, carrying with it the potentially disastrous risk of coming off as a hapless poseur, or worse, a cynical opportunist trying to lucratively curry favor with earnest consumers.