Winning brands have a clear purpose and deliver on it
Purpose is a commitment to have a positive impact on people’s life. It delivers on human principles; it gives brands the depth that resonates with people. A purpose gives direction and focus. Brands behaving and communicating according to their purpose, build emotional connections that create loyal customers.
Nike wants “To bring inspiration and innovation to every athlete in the world” while Coca-Cola wants “To refresh the world. To inspire moments of optimism and happiness…” and TOMS wants to “Improve lives”: with every product you purchase, TOMS will help a person in need. One for One.