The Purpose of Purpose: Company Purpose vs Brand Purpose

Is purpose supposed to stay the same? Or is it something that keeps changing? Or is it both?

In business and marketing, the term “purpose” is used in various ways, by various people, with varying levels of vagueness. It’s a mess, so I want to keep prodding it from different angles. Prodding it reveals which parts collapse because there was nothing much to them, hopefully leaving behind something substantial.

We can define company purpose as that…