Having a purpose behind your brand is not a new revelation. Long before the Supreme Court ruled that corporations can be viewed as people, businesses were relying on their purpose-driven brand to gain a foothold in their industry. However, looking to 2020, we will see purpose 2.0, where purpose demonstrates measurable impact.  The strongest marketers will help organizations make a shift from talking purpose to demonstrating how taking action with purpose results in a meaningful, measurable difference. In other words, moving from ads to acts to gain “share of heart.”

Purpose must be genuinely embedded in the roots of a business and should be a filter which informs all business decision making. We have seen many compelling case studies where more purposeful brands and businesses out-perform their categories – attracting the best and brightest talent to work at the company. It’s a fact, share of heart drives profit. Purpose and values-driven brands have been shown to outperform comparison companies by 16 to one. They enjoy 400% higher revenues, 700% greater job growth and 1,200% higher stock prices. In 2020, purpose will be key to driving accelerated growth and making a measurable difference to the world.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: