corporate identity

Ear­lier I blogged on the pur­pose of a busi­ness and the prob­lems that can arise when orga­ni­za­tions lack a clear sense of pur­pose, or when they define suc­cess nar­rowly in finan­cial (shareholder-centric) terms. Today’s post focuses on busi­ness pur­pose and its links to cor­po­rate brand strat­egy. In the con­text of brand strat­egy, pur­pose ener­gizes the […]

Tagged as: Apple, Brand Strategy, corporate identity, corporate purpose