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The purpose of an organization refers to its fundamental aim, which goes beyond simply making a profit and makes a positive contribution to society, the environment and other stakeholders. It defines the identity and direction of a brand and influences its behavior and decisions. A clearly defined purpose can strengthen the trust of customers and employees, increase brand loyalty and promote long-term sustainability.

An organization's purpose should be authentic and emerge from the organization's core values, history and actual practice. A credible purpose requires consistent implementation in all areas and continuous adaptation to changing circumstances and social challenges.


Frank Wache
Partner, Brand Strategist

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