Issue 2, 2016

Brand Purpose – The new strategic imperative

Aurélia Bettati, Eytan Koren

Digitalization is a game changer when it comes to brand, introducing new threats and opportunities that destroy or create brand value through accelerated product lifecycles, new styles of customer engagement, ongoing commoditization of products and changing employee/employer relationships. The Brand Purpose, the "reason-to-exist" of the company, gives a unique backbone that drives strategy, product offering, and customer experience and creates customer engagement and loyalty. Should companies rethink their Brand Purpose in the digital age?

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About Prism

Twice a year, Arthur D. Little covers the latest cutting-edge thinking on strategy, technology and innovation in its corporate magazine Prism. For over 20 years Prism has continually set the standards in innovative thinking and groundbreaking concepts in the world of business and management.

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