As a brand, you need to be and stay relevant. Start from a strong core, use it as your basecamp for continuous development but stay true to it. This core is your vision, mission and values. It’s what defines your identity, it’s what makes you ‘yourself’, and when used consistently, it’s your ticket to Disneyland.

A brand with a strong purpose acts from this core as a starting point for everything. And that’s exactly the difference: it can’t be about ‘purposeful marketing’ and brands claiming to be purposeful without taking real action. It has to be about behaving as a purposeful brand, in everything you do, every single day.