In defence of brand purpose (sort of).

I’ve already lost a lot of you and I haven’t even said anything yet.

That’s how strongly people in strategy feel about the words “brand purpose”. How the hell did we get here, and why are we still talking about this?

Well, I’m going to try and unpack what I think brand purpose is, what it isn’t, who can use it, and why the intentions behind it are still important and worth thinking about.