Many companies still make a profit while creating a problem for the planet. The Core Company’s purpose is to help brand owners build strong brands while solving a problem for the planet. Among marketers, brand purpose is is higher on the agenda than CSR and sustainability. Sustainability is becoming a hygiene factors while purpose is a differentiator, and therefore more interesting for brand building. More and more companies believe in potential for value creation through brand purpose but there is an “insight deficit” with regards to how a good purpose should be articulated and how should it be activated.The Journey towards becoming purpose-led includes four different steps- Articulation of brand purpose - meaningful, true, consistent with strategy and positioning- Infusion of brand purpose - unleashing creativity and excellence through a shared purpose- Amplification of brand purpose - using touchpoints efficiently to let all stakeholders know- Measurement of brand purpose - measuring real impact of what we doSe mer info på www.the-core-company.comKontakt: mats.persson@the-core-company.com