Think of a GREAT brand and why you love them.

Have one?

Seriously, think of just one. A  brand that you would advocate for, stand in line for their products, share with loved ones…you get the point.

Now think about what makes them special and why you love them so much.

Most top brands win hearts, minds, and money by striking an emotional bond, simplifying how the world perceives them and staying true to the essence of who they are. They have effectively identified how to live their purpose. And, while consumers may not consciously be thinking about that brand purpose during day-to-day interactions with them, it has been intrinsically woven into their culture, marketing and everything that they do.

Tesla, Starbucks, Airbnb, Nike – these are just a few of the examples that Vasu Jakkal, VP of Corporate Marketing at Brocade, cited when explaining how to identify your brand’s purpose. She reminded her fellow CMOs that driving revenue is an outcome of a great brand purpose, not the purpose and ‘why’ itself.

In this video recap, you can explore how your brand can think about….

  • What do you do?
  • Why do you do what you do?
  • How do you do it?
  • What can you be the best in the world at as a brand?
  • How can you weave this into all that you do?
  • If your “why” is written down, shared and understood by all team members?
  • How do you build a narrative around your purpose?


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