Brand purpose: The navigational code for growth

Markus Kramer
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Markus Kramer: Brand Affairs, Switzerland

Journal of Brand Strategy, 2017, vol. 6, issue 1, 46-54

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.

Keywords: brand strategy; decision making; growth; internal culture; know-why; purpose (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:1:p:46-54

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