It has become rather trendy to question -- or even speak out against -- the value of brand purpose. That mountain of studies from trusted sources about consumers preferring to support, buy from and work for purpose-led brands? Overblown and misleading, the skeptics say. The idea that a deeply embedded purpose can drive business strategy and operations, improve organizational culture and lead to solutions that address societal issues? Perhaps, but at what cost to the business in time and effort? The notion that purpose can spur sales, business growth and competitive advantage? Oh, please.
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