HOW PURPOSE GETS YOUR BRAND’S MOJO BACK
To succeed today, brands need a purpose. It elevates your viewpoint, changing what you do and why you do it. But if you want to shape culture, you need to set the agenda rather than merely reflect it. Go to the edge and bring it to the mainstream. You need to be prepared to take a position on the cultural issues of the day and in particular the difficult ones that others ignore.
Working with Perfect Storm, sports performance clothing manufacturer SKINS unleashed their purpose by challenging what is harming the sports industry – corruption and cheating. Movements to date have included an anti-doping campaign fronted by disqualified Olympic sprinter Ben Johnson, and challenging the corruption of footballing body FIFA by becoming its self-appointed non-sponsor. The objective? To re-ignite the true spirit of competition and show the power of sport to truly change lives for the better.