Core Purpose

brand purpose

Defining a corporate purpose.

It can sometimes feel strange watching companies identify a need to define their ‘purpose’ as if they’d previously operated without one. Anyone who runs a company knows that the purpose of the company – first and foremost – is to make a profit. Without profit, the company ceases to exist. Ah, you say, it’s different […]

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Book Review: Dave Trott, One + One = Three

By Ann Binnie, Managing Partner, Tovera Consulting. Summary view Dave Trott tells evocative yet sparely written stories, each illustrating an important point about creativity as it applies to life, art and the world of advertising. He always has told good stories, even before “storytelling” became fashionable. So it comes naturally and this book is a […]

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Core Purpose

Why Core Purpose?

…the evolution of corporate responsibility Many organisations are grappling with defining their Core Purpose. The cynical amongst you might view this as a case of emperor’s new clothes, another new term for consultants to present as this seasons’ corporate must-have. However, there are solid business reasons for companies articulating why they exist, beyond making profits for […]

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