Select an example of a recent (last 12 months) purpose-led brand or campaign. Analyze its success or failure according to the principles discussed in class and covered in readings.
Cite specific examples of success or failure and support why. Offer thoughts for momentum of success or improvement on failure. 3-4 pp, double spaced, inline citations, APA style.
Purpose Led Communication Articles:
https://www.meltwater.com/en/blog/a-sense-of-purpose-that-resonates-with-customers
https://www.prweek.com/article/1725121/statement-purpose-report-card
https://www.accenture.com/us-en/blogs/business-functions-blog/proof-beyond-pr
Notes:
How CSR and Purpose Are Different:
CSR: A self regulating business model that helps a company be s – to itself, it’d stakeholders and the public
Purpose:
What an organization stands for-its mission, founding principles, why it was created, what it is solving/providing. Inclusive of SCR, but broader in scope and vision.
Other notes:
Purpose life cycle
Past-Legacy—>Why
Present-Relevance—>Service
Future-vision—>Purpose
