Ukraine, Russia and Storytelling, or when in the face of manipulation, a truth will come out. Branding and Storytelling
Cristian Saracco Articles
Purpose is the raison d’être of a company, the permanent basis of its strategy. Every company has a purpose, explicit or not; however, few have a conscience.
How much is enough? This is a question that is rarely raised when discussing conventional economic, business, branding and social issues.
How about trying to understand what we can learn from the Facebook-Meta change for our day-to-day life?
Perhaps awareness, or being more aware, is already part of what drives companies to become more sustainable – even though we still have doubts about what it means to be sustainable.
Organisational cultures never change by themselves! It only takes place when individual behaviours change.
The balance among creating value, generating results, and having a positive impact is a must.
Purpose must be integrated into all aspects of how companies do business.
As a strategic business platform, the brand would drive the company towards a new type of financial entity that is part its customer lives
The brands that transcend are those that achieve a dynamic balance between long and short term, rationality and creativity. Is your brand on this path?
Recreating a purpose not only starts from the company towards its external audiences, but also it’s the result of understanding external demands which drive the evolution of “why” the company exists
Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined