Mark Ritson: A true brand purpose doesn’t boost profit, it sacrifices it

Starbucks’ mission ‘to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time’ contradicts its inability to align its tax responsibilities accordingly.I was at a conference in Stockholm this week. One of the attendees asked me over coffee about Verizon’s new brand purpose and what the statement actually meant. I confessed my ignorance of Verizon’s new brand work and then my surprise that a Swede needed any help with a transl