JB: This philosophy cannot be easily dismissed: Purpose-Driven organizations are, in general, the companies we all admire. Think Apple. Tesla. Unilever. PepsiCo. But does this admiration translate to financial performance? Unequivocally, yes.
Purpose-Driven organizations consistently outperform the stock market by a wide margin. For example, a 10-year growth study of 50,000 brands reveals that the 50 highest-performing businesses are the ones driven by brand ideals.
Imagine the power of a marketing program that can drive culture, improve employee engagement, create advocacy in your markets and drive service line volumes. Of course, Purpose-Driven Marketing isn't a replacement for service line promotions. It serves as the umbrella for these
initiatives. For example, you may buy Apple because you relate to the brand's world view (“We believe in challenging the status quo.”), but it's also important for Apple to promote its new iPad or iPhone.