Brand Purpose Isn't Dead. It's Just a Bit Dirty. Here's How to Fix It.

Brand purpose has become one of the most divisive topics in strategy. Some people swear by it. Others think it's performative...

Purpose received one of its most brutal critiques last week when Terry Smith, manager of the £29bn Fundsmith Equity fund, lashed out at Unilever’s “ludicrous” focus on sustainability, in response to t...

Writing a purpose. Have you tried it yet? 

Defining a purpose really means identifying WHY a business exists. It’s one of the four questions you have to answer for a client when defining their brand...