“Brand purpose is strategic infrastructure. Like Marty Neumeier says, “The brand is not what you say it is. It’s what they say it is.” Purpose gives people something to believe in, internally & externally. When it’s clear, it drives alignment, relevance & growth.
Look at a personal favorite of mine: Patagonia. Their environmental stance isn’t a campaign, it’s baked into product design, company policy & community action. That kind of clarity builds loyalty you can’t buy. Even when they flat-out say, “Don’t buy this jacket,” people still bought the jacket.
When a brand knows what it stands for, it doesn’t have to shout to be heard or chase its audience.”