WHY ORGANIZATIONS WITH A PURPOSE SUCCEED IN TOUGH TIMES

Purpose may long have been seen as a fluffy notion that doesn’t translate into practical applications. That is no longer the case. Consumers now expect brands to live up to their promises and deliver on the values that they claim they have. Purpose has to be embedded in the organization’s DNA; it has to start at the top and percolate across the organization and stakeholders. It’s all about creating shared value for everybody who’s linked to the brand.
Deepa Vaidyanathan
Sami Joost
Joe Lahham
Mitin Chakraborty
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