On Purpose

On Purpose

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Smith, Shaun | Milligan, Andy Kogan Page Limited, 2015 Audio summary available
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IN THIS SUMMARY

Purpose is important to customers and employees alike. In today’s market, three reasons account for the rise of purpose as a defining aspect of marketing and sales: changing consumer values, technological innovations, and a shift in the value base of many developed economies. In On Purpose, Shaun Smith and Andy Milligan offer a guide for creating a brand experience that increases customer satisfaction and loyalty. Their step-by-step analysis illustrates how a business should define, design, and deliver brand identity and purpose across diverse platforms.