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Brand purpose: The navigational code for growth
Journal of Brand Strategy,
6
(1),
46-54
(2017)
Abstract
Navigating towards a substantially better future requires a balanced commitment of long-term vision and strategic decision making. In order for a brand to navigate towards a future in which thrives rather than merely survives, finding, articulating and applying a higher purpose is a sine qua non. This paper shows why purpose is inseparable from future prosperity, and proposes a novel framework rooted in academic rigour and first-hand experience with how executives in charge of a brand can create propositions that will thrive in the post-positioning era of total connectedness.
Keywords: brand strategy; decision making; growth; internal culture; know-why; purpose
The full article is available to subscribers to the journal.
Author's Biography
Markus Kramer is Managing Partner at Brand Affairs and advises boards, executives, private equity and growth funds on purpose transformation, all aspects of strategic positioning and 21st century brand management. He works with many companies, including Harley-Davidson, DHL, Pfizer and asset managers and government bodies. Markus is Associate Professor of Brand Management at Cass Business School in London, author of The Guiding Purpose Strategy, A Navigational Code for Brand Growth and co-founder of the H&K Responsible Investment Brand Index (RIBI™). He holds degrees in Marketing & Brand Management from the University of California in Berkeley, USA, an MBA from the University of Oxford, UK, and a certificate in Future of Commerce from MIT, USA.
