The Big Ideal: How brands benefit from having a purpose
Chuck Kapelke
Brands with a higher purpose have a definite edge in the marketplace. Here's how to help your brand embrace a cause – and reap the rewards.
Amazon.com exists to enable "freedom of choice, exploration, and discovery." Coca-Cola exists "to inspire moments of happiness." And lest you thought Johnnie Walker is all about showing you a good time, the Scotch whisky exists "to celebrate journeys of progress and success."
In his 2011 book Grow: How Ideals Power Growth and Profit at the World's Greatest Companies,Jim Stengel, former global...