Articulating Brand Purpose: Introducing the BPP, a framework to help you do it
Brand Purpose is the higher-order reason for a brand's existence that goes beyond profit and benefits society. The "BPP framework," comprising Belief, Purpose, and Pursuits, helps organizations define their purpose. A well-crafted purpose, like Apple's "tools for human advancement," can lead to exponential growth, social impact, and consumer loyalty. Phil White, co-founder and chief strategy officer at Grounded World, unpacked the framework that can help brands unlock the power of purpose.
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Source
"Articulating Brand Purpose: Introducing the BPP, a framework to help you do it." Phil White, co-founder and chief strategy officer at Grounded World, 7/26/23.
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