It was all about management and transmission. Most brands now get the
fact that they the need to invite consumer participation, but today’s most successful brands go way beyond this. They don’t just invite consumers in: they play a valued and valuable role in people’s lives. And to
do this they have an active purpose
sitting right at the very core of their brand architecture.

This purpose is
driven to deliver

In this day and age, ‘saying’ is cheap;
it’s what you ‘do’ that counts. It drives innovation, priorities and how you view customer relationships and journeys.

Active, purpose-driven brands place as
much emphasis on brand behaviors as
on communications.

They recognize that when a consumer
buys their product, it’s not the end of the relationship – it’s just the beginning.

Brands need to move from static, controlled and rigid to active, inspiring and purposeful.