Brand Purpose: Resources

In this video, HP’s Jose Gorbea offered numerous examples of companies that have effectively communicated their brand purpose using an individuated approach to designing packaging.

Beyond Profit host Ken Beaulieu shares four tips that will simplify the purpose discovery process and help marketers build a more endearing brand.

Guests of the ANA’s Beyond Profit podcast offer an array of insights that illuminate the purpose movement, including its origins and the demands it places on companies. For instance, recent guests have identified three main drivers inducing organizations to embrace brand purpose.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Aziz Afdhel, founder and chief purpose officer at Conspiracy of Love, joins host Ken Beaulieu to discuss the state of the purpose movement and the trends that are reshaping the business landscape for the greater good.

As more and more organizations seek to pursue brand purpose, they often find themselves looking for a way to gauge the success of these efforts with a reliable program of measurement. An old adage tells us that “if you can’t measure it, you can’t manage it.” The best approach to such a program can seem elusive, though. Fortunately, guests on the ANA Center for Brand Purpose’s Beyond Profit podcast periodically offer advice on this topic, and five tips from the show follow below.