The Digital Business Start-Up Workbook: The Ultimate Step-by-Step Guide to Succeeding Online from Start-up to Exit

A Passionate Purpose: The Importance of Brand Values

Over-marketing and brand image overload has created a modern consumer landscape where, in order to cut through the marketing hype and stand out from the ever-expanding crowd, brands must have a genuine purpose; a cause that they believe in, a mission they strive to deliver upon. Just as singers who have amazing voices yet lack in personality are rejected from TV talent shows, companies with great products that don’t have strong brand identities often fall by the wayside. To survive in business today, you really need to stand for something. To compel people to sit up and take notice of your brand and, in doing so, create brand longevity, you need a cause and a purpose that people, including ...