Purpose. It has long been one of our foundational building blocks for developing a strong brand strategy. We are hearing the term more and more in corporate settings. But defining your story and finding your purpose is much easier than actually fulfilling it.

Roger Mader, former Global Chief Marketing Officer for Subway, and current Managing Partner at growth consultancy, Ampersand, spoke with us about this crucial element in a strong brand. He shares specific examples of how purpose is not just for philanthropic organizations, but why it is critical for corporate entities both internally and as a point of meaningful differentiation.