Where your brand purpose defines the problem you will solve through your product, service, and actions, your brand mission defines how you will solve that problem. It’s important to get clear on your brand purpose to begin with, as you can’t determine how to solve a problem without...

Your brand purpose, also known as “your why”, is usually summarised in a meaningful statement about why your brand exists beyond making money. However, brands often fall into the trap of creating a purpose that’s poetic rather than practical. This is the very reason they rarely...

If you rely on cheap, fast, or easy solutions to get ahead, you will not win. There’s a prevailing bias that any long strategic process must be needlessly complex, and should be simplified and made quicker for the client. This is justified by the idea that “time is money”, despite...