Today's consumer is looking for purpose-driven brands -- brands that reflect who they are and who they aspire to be.
They want to know that a brand will be a good actor in the world. They want to know that the brands and the products that they buy and support don't just deliver value and benefits, but that they are considering sustainability and are focused on the communities in which they operate.
The first step toward building a successful purpose-driven brand is to define its brand essence: the mission, values and archetype of your brand. This brand essence should: