Finding a brand’s focus: filling the ‘purpose void’ in the corporate world
Thanks to the annual FutureBrand Index, a global brand perception study, we can see which brands are ticking the right boxes in consumers’ minds. But, as Emma Waterman, senior strategist at FutureBrand writes, there is a ‘purpose void’ in the corporate world.
The FutureBrand Index 2023 has shone a light on the ‘purpose void’, with organisations failing to practise what they preach.
It’s a theme we’ve seen arise at various points over the ten-year history of the study, and a gap we’re committed to closing, as we work to build brands that are created with purpose, but ultimately defined by experience.
