Giulia Carturan·Sep 21Purpose needs teeth!A purpose mechanism that actually works doesn't produce harmony. It produces conflict, and that's exactly the point.
G'day Frank·Jun 8Positioning vs. Purpose, is there a difference?Why many brands struggle in a tug of war between these two brand concepts.
Chris Williams·May 12Skipping purpose is brand self-sabotageIt’s not a box-ticking — it’s legacy building
Archana Madan·Jan 30How (Not) to Think About PurposeWhat purpose is (and isn’t), when it helps (and doesn’t), and how to use it with clarity
ProjektID·Jan 26From idea to identity: building a cohesive brandBrand identity is more than a look — it’s the meaning people recognise
