Search
Close this search box.

Activate Brand Purpose: How to Harness the Power of Movements to Transform Your Company

There’s a lot of talk about organisational purpose and it can feel like a bandwagon many organisations have jumped on without much substance behind it. In fact, early on, this book quotes some research that found that whilst 82% of executives believe purpose is important only 42% said their company’s stated purpose had much effect.

There’s a lot of talk about organisational purpose and it can feel like a bandwagon many organisations have jumped on without much substance behind it.  In fact, early on, this book quotes some research that found that whilst 82% of executives believe purpose is important only 42% said their company’s stated purpose had much effect.

Activate Brand Purpose is written by Scott Goodson and Chip Walker, strategic leaders of StrawberryFrog, a brand consultancy, that specialises in activating brand purpose. The book is packed with a great mix of research and case studies exploring how brand purpose is created – and more importantly activated.  The case studies include some of the world’s most successful brands including Patagonia, Verizon, PepsiCo and REI.

The authors have developed a concept of Movement Thinking and provide practical advice and frameworks on how to incorporate this into your own organisation and make your purpose more than just a slogan.  They tackle how to use Movement Thinking to activate your brand both internally with your people and externally with your customers and stakeholders.  There are chapters dedicated to the role a CEO can play but also how a CHRO can use Movement Thinking to shape organisational culture.

They also provide empirical evidence on the business results and competitive advantage of purpose using research from their Purpose Power Index which draws on responses from 17.500 consumers.

This book was a great read packed with insights. I especially enjoyed the Framework for Movement Thinking which outlines the 5 building blocks for activating purpose.

Published by Kogan Page

Dani Bacon is an organisation development consultant, co-founder of Distinction Consulting and co-host of the Distinction podcast

Read more

Latest News

Read More

DEI – why it’s time to not just think outside boxes, but to throw them away

20 July 2024

Newsletter

Receive the latest HR news and strategic content

Please note, as per the GDPR Legislation, we need to ensure you are ‘Opted In’ to receive updates from ‘theHRDIRECTOR’. We will NEVER sell, rent, share or give away your data to third parties. We only use it to send information about our products and updates within the HR space To see our Privacy Policy – click here

Latest HR Jobs

University of Oxford – Nuffield Department of Clinical Neurosciences (NDCN)Salary: £28,759 to £33,966 per annum (a discretionary range to £37,099 per annum) A less experienced

Moulton CollegeSalary: £22,308 to £24,123. Business Support Band 5 (£22,308 per annum)/Band 6 (£23,031 – £24,123 per annum) dependent on experience

University of Nottingham – HR Business Partnering & Employee RelationsSalary: £57,696 to £70,897 per annum (pro-rata if applicable) depending on skills and experience. Salary progression

We’re the Royal Society for the Prevention of Cruelty to Animals (the RSPCA) and we exist to inspire everyone to create a better world for

Read the latest digital issue of theHRDIRECTOR for FREE

Read the latest digital issue of theHRDIRECTOR for FREE