Brand purpose – a reason for being

Although brand purpose might seem like a relatively recent trend, it’s been on the agenda for many years. In the 1960s David W Packard, the founder of Hewlett-Packard, said: “Purpose should not be confused with specific goals or business strategies, which should change many times in 100 years. Whereas you might achieve a goal or complete a strategy, you cannot fulfil a purpose; it’s like a guiding star on the horizon – forever pursued but never reached.”

Brand purpose – a reason for being

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