The Purpose Revolution

CHAPTER 3

Brand Purpose from the Inside Out

IN 2016 OUR COMPANY, IZZO ASSOCIATES, SURVEYED 3,000 LEADERS at all levels in businesses that spanned a variety of sectors, asking them what concerns were discussed the most among their senior leadership. Of all the topics of focus on a leader’s radar, we wanted to know which ones consistently topped the list. The number one answer we received from companies both small and large was “improving the image of our brand with customers.” This response should come as little surprise given the highly competitive marketplace that most companies find themselves in today, but there is more than competition driving this relentless focus on brand reputation.

THE IMPORTANCE OF GOODWILL

One of the most important ...