Talking about ‘Purpose’ – a brand’s Purpose - is increasingly de rigueur within the business community today. However, sometimes a large gulf exists between a brand vocalising commitment to its defined Purpose and it then authentically and enthusiastically weaving it into the heart of its culture and delivering on it every day.

This week, The New P&L speaks to Markus Kramer, Managing Partner at Brand Affairs and co-author of ‘The Guiding Purpose Strategy – a Navigational Code for Growth’. Markus has built a career working with some of the most well-known and respected global brands including Aston Martin, Harley-Davidson and Ferrari - helping them to deliver brand and commercial value through rediscovering and aligning their Purpose.

We discuss with Markus what defines ‘Purpose’ in a business context, how you measure the depth of a brand’s and its employees’ commitment to its Purpose and the commercial business case for it; as well as whether Purpose can play a positive role in helping to reignite genuine technological innovation as we move into the fourth industrial revolution.

To find out more or order a copy of 'The Guiding Purpose Strategy' go to: www.markuskramer.net