IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2020v9i3p222-230.html
   My bibliography  Save this article

Putting your purpose into practice: Why introspection is essential for building a successful brand

Author

Listed:
  • Bailey, Christopher K.

    (Bailey Brand Consulting, USA)

  • Selle, Susan S.

    (Cornerstone Building Brands, USA)

Abstract

This paper discusses how brands must identify, embrace and act in accordance with a carefully considered purpose across all internal and external touchpoints. Generational factors have contributed to sweeping changes in the corporate ecosystem, and it is only through individual and holistic understanding of an organisation’s purpose that businesses are able to remain competitive and relevant. By aligning the entire enterprise to advance a shared vision for the future, companies can realise tangible results today and best position themselves for future success in today’s crowded, consumer-driven marketplace.

Suggested Citation

  • Bailey, Christopher K. & Selle, Susan S., 2020. "Putting your purpose into practice: Why introspection is essential for building a successful brand," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(3), pages 222-230, December.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:3:p:222-230
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/5995/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/5995/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    authenticity; brand purpose; corporate governance; identity; internal branding; relevance;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2020:v:9:i:3:p:222-230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.