Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Putting your purpose into practice: Why introspection is essential for building a successful brand
Journal of Brand Strategy,
9
(3),
222-230
(2020)
Abstract
This paper discusses how brands must identify, embrace and act in accordance with a carefully considered purpose across all internal and external touchpoints. Generational factors have contributed to sweeping changes in the corporate ecosystem, and it is only through individual and holistic understanding of an organisation’s purpose that businesses are able to remain competitive and relevant. By aligning the entire enterprise to advance a shared vision for the future, companies can realise tangible results today and best position themselves for future success in today’s crowded, consumer-driven marketplace.
Keywords: authenticity; brand purpose; corporate governance; identity; internal branding; relevance
The full article is available to subscribers to the journal.
Author's Biography
Christopher K. Bailey founded Bailey Brand Consulting in 1985. As president, Chris is responsible for the overall management and direction of the firm, including shaping and implementing vision and mission. Throughout his career, Chris has led a variety of branding initiatives for clients ranging from Fortune 500 companies to promising start-up ventures. His firm serves clients in business categories including academics, electronics, consumer packaged goods, financial services, food service, hardware, lodging, pharmaceuticals, professional services and transportation. The firm has been recognised for its branding expertise through awards and recognition from organisations such as AIGA, American Corporate Identity and the London International Advertising Awards. A recognised branding expert, Chris has authored articles for periodicals, such as World Trademark Review and Journal of Brand Strategy; he has contributed to books on food and pharmaceutical marketing, and he has spoken on branding, environmental branding and brand package design. He is a co-founder of GDS, a global alliance of three independent branding firms with locations in Asia, Europe and North America. He is a member of the Fox Management Consulting Advisory Group at Temple University’s Fox School of Business and holds memberships in several industry associations, including the NRF (National Retail Federation) and Design Management Institute (DMI).
Susan S. Selle has served as Chief Marketing Officer for Cornerstone Building Brands, the newly merged NCI Building Systems and Ply Gem Building Products company, since November 2018. Prior to the merger, Ms. Selle served as Chief Marketing Officer for Ply Gem Building Products since July 2014. Before joining Ply Gem, Ms. Selle held senior marketing and brand leadership roles with Jarden Consumer Solutions (formerly Sunbeam Products, Inc.) from 1998 to 2014. While at JCS, she led global marketing, communications, customer experience, shopper marketing, category management and portfolio brand management for leading brands such as Mr. Coffee, Crock-Pot, Oster, Sunbeam, FoodSaver, First Alert, Bionaire, Margaritaville Products and Health o meter. Prior to joining Jarden, Ms. Selle held marketing leadership roles for Tyson Foods and Nestle Foods. She graduated from the University of Missouri—Columbia with Marketing and Management degrees and brings over 30 years of marketing experience with top Fortune 500 companies.
