We must find a scalable way to better measure purpose activation and its relationship with business results, or purpose as a way of doing business will not be sustained.
Purpose measurement is a huge frontier for business. Nearly every guest on The CMO Podcast highlights this as a major outage. We must to find a scalable way better measure purpose activation and its relationship with business results, or purpose as a way of doing business will not be sustained.
On October 1 at the ANA CMO Global Growth Summit we shared a new idea for tackling these three big, unanswered purpose-measurement questions. We call them “The Impossible Dream Questions.”
- Can there be a single metric to measure brand purpose across sectors and brands
- How precisely does purpose drive brand equity and business results?
- How can brands know exactly which brand-purpose levers activate growth?
We are doing this in collaboration with the software company BERA, the largest brand equity platform in the world.
We are on a promising journey to understand, like never before, the power of purpose in building high-value brands.
Want to learn more? Let’s connect.
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The CMO Podcast – Frank Cooper III
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The CMO Podcast – Fernando Machado
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The CMO Podcast – Lilian Tomovich