Brands with purpose
A way forward...
Davos 2010, Indra Nooyi (Chairman and CEO of Pepsico) said "it's time to refresh and re-build institutions"
Why we need more purposeful organisations
For organisations becoming more purposeful is a way of managing the risk of two large, growing and related threats, the trust deficit and the growth dilemma.
Why a purpose?
Organisations that seem to exhibit the most trust are communities or movements. Bound by a shared purpose and in some cases a social network rather than organisational constructs or contracts, they move quickly, show great resilience and adaptability and punch way above their weight. Their shared purpose is normally defined as the collective search for solutions to a big problem. Such an 'end' makes sense of a growth agenda.