Beyond Profit Podcast

Beyond Profit Podcast

What Distinguishes a True Purpose Brand

December 22, 2022

Happy Holidays from the ANA!

Over the past decade, purpose branding has soared in popularity. But it is one thing for a company to identify a purpose, and quite another for it to define the essence of the brand by that purpose. It’s the difference between being a true purpose brand and one pretending to be. So says Mitch Duckler, founder and managing partner at the brand and marketing strategy consultancy FullSurge and author of the Amazon best-selling book, The Indispensable Brand.


True purpose branding, Mitch contends, is far more than a logo, tagline, or corporate social responsibility (CSR). It is the process of targeting, positioning, and marketing your brand in a way that benefits society.


In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Mitch joins host Ken Beaulieu to discuss the characteristics of a purpose brand, the evolution of the purpose movement, the benefits of being purposeful in inflationary times, and much more.