A solid purpose outlines a company's fundamental goals and values, communicates with all stakeholders, and demonstrates a solid commitment to principles beyond profit margins.

With modern businesses' evolving needs, particularly those based on growing pressures to accelerate sustainability efforts, it's high time to question this oversimplified belief that brand architecture is synonymous with design.

A fractional CBO brings big brand benefits on a small budget. Learn how part-time branding leadership can drive growth for Middle East companies post-COP28.

In our concluding post of this series on the Sustainable Development Goals (SDGs), we spotlight SDG 17: Strengthen the means of implementation and revitalise the global partnership for sustainable development.

As our exploration of the Sustainable Development Goals (SDGs) continues, we now focus on SDG 12: Ensure sustainable consumption and production patterns.

As we continue our exploration of the United Nations' Sustainable Development Goals (SDGs) and their alignment with forward-thinking branding, our focus shifts to SDG 9: Build resilient infrastructure, promote inclusive and sustainable industrialisation and foster innovation.

When discussing the creation and management of future-ready brands, there's a more extensive narrative at play. The conversation extends beyond the confines of the company and its immediate stakeholders, reaching out to the broader global community.

Higher Purpose works in the service of connecting your Mission to your Vision and goes beyond just making money. It's a reason for being that inspires and motivates employees, customers, in fact, all stakeholders to invest in you. Higher Purpose provides a competitive advantage and helps you create passionate Brand Believers. Most importantly, when implemented correctly, Higher Purpose connects your incredible work to measurable social and environmental impact.

As past, present and future pledges are scrutinised and deciphered, and as preparations begin for the meeting after next, what's clear from COP 26 is that only one brand truly matters, Earth.

Learn how to champion brand integrity — balancing the "ethics" of business alongside the "effects" of doing business.

The bar has never been higher. Not only must corporations prove their worth to customers, but they must also make a world of difference.

Utilising supply chains to support relief, taking measures to keep workers employed, or doing something special every day, we see great examples of organisations putting their Purpose into action.

Despite its ubiquitous nature — providing foundations for better, more informed decision-making — leveraging data analytics is far from simple. Particularly for today's CEO.