How brand purpose lost its way

There’s a rampant belief among today’s marketers that a successful brand requires an overarching brand purpose. But there’s scant evidence to support that belief. What exactly is brand purpose? By aligning a company with a role in contributing to a better world, it allows a company to aspire to a higher standard than a brand mission or brand positioning. Among the most cited examples are: Dove: Achieving real beauty, building self-esteemCoca-Cola: To inspire moments of opt