Forbes.com: Define Your Brand’s Purpose, Not Just Its Promise
2009 November 17
What does your brand stand for? Can your employees answer the question “Why are we here?”
While it may sound a bit like Philosophy 101, a company whose employees
can answer the question, “Why are we here?” will be the company that
makes stronger connections with consumers in search of solutions to
life’s new normal issues.
http://www.forbes.com/2009/11/11/brand-defining-marketing-cmo-network-allen-adamson.html?feed=rss_leadership_cmonetwork