#Purpose is not per se about being ‘worthy’. Nice and refreshing read.

“You can create a movement [with a brand like that] because you can create a lot of fun with it. The purpose doesn’t always have to be a lofty ‘doing good’ purpose. It’s about who it’s targeting and its mission. When you start to stretch your brand a bit far you can often lose your purpose.”

“There has to be a truth behind purpose. Where brands go wrong on purpose, and we’ve done it a few times at Diageo, is you create some purpose that has no relevance to where the brand came from or its roots, because it plays to something you think might be right.”

Boots and Diageo on why brand purpose doesn’t have to be ‘lofty’

Boots and Diageo on why brand purpose doesn’t have to be ‘lofty and do good’