Brand Purpose is BS: unless it costs you money!
The Big One: Patagonia exhibits true Brand Purpose.
Brand Purpose is an easy idea to roll out:
Millennials want companies to do good.
People want to work for companies with a “mission”.
We must do good!
These explanations are mostly bunk:
Research shows purpose is a tie-breaker for purchase decisions, at best.
Businesses talking purpose often are underpaying workers, avoiding taxes, and contributing to politicians that act against the company’s “mission”.
The Only Truth: If your “Purpose” doesn’t cost you money, it isn’t really “Purpose”. It is PR.