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Brand purpose: The navigational code for growth

Author

Listed:
  • Kramer, Markus

    (Brand Affairs, Switzerland)

Abstract

Navigating towards a substantially better future requires a balanced commitment of long-term vision and strategic decision making. In order for a brand to navigate towards a future in which thrives rather than merely survives, finding, articulating and applying a higher purpose is a sine qua non. This paper shows why purpose is inseparable from future prosperity, and proposes a novel framework rooted in academic rigour and first-hand experience with how executives in charge of a brand can create propositions that will thrive in the post-positioning era of total connectedness.

Suggested Citation

  • Kramer, Markus, 2017. "Brand purpose: The navigational code for growth," Journal of Brand Strategy, Henry Stewart Publications, vol. 6(1), pages 46-54, June.
    • Handle: RePEc:aza:jbs000:y:2017:v:6:i:1:p:46-54
    as

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    More about this item

    Keywords

    brand strategy; decision making; growth; internal culture; know-why; purpose;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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