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

Christopher K. Bailey and Susan S. Selle
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Christopher K. Bailey: Bailey Brand Consulting, USA
Susan S. Selle: Cornerstone Building Brands, USA

Journal of Brand Strategy, 2020, vol. 9, issue 3, 222-230

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.

Keywords: authenticity; brand purpose; corporate governance; identity; internal branding; relevance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:3:p:222-230

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