Helen Tupper: Be as clear about your personal purpose as your brand’s

As marketers, we are well versed in the need to understand the purpose of the products and services we work with. We know we have to find that unique point of difference that makes a connection between the product and the consumer.
Simon Sinek articulates it powerfully in his TED talk about starting with the ‘why’. When you find that elusive connection, great relationships between brands and their consumers occur, and just as purpose-driven companies have been proven to have improved