What are the main types of

BrandPurpose?
Eliciting Joye.g.Coca-Colaexiststoinspiremomentsofhappiness.

Enabling Connectione.g.FedExexiststobringpieceofmindto
everydayconnections
Inspiring Exploratione.g.Airbnbexiststoempowercreative
explorationandopennewexperiences.
 Evoking Pridee.g.Mercedes-Benzexiststoepitomizealifetimeof
achievement

Impacting Societye.g.Doveexiststocelebrateeverywomans
uniquebeauty
What are some of the misconceptions about
BrandPurpose?

Purpose is that it is solely about social good initiatives, or sustainability, or

CSR
Agreatpurposeshouldmanifestitselfineverythingabranddoes:fromproduct
development,tocustomerexperience,tohowitshouldconductitsmarketing.
Purpose cannot change with time
RememberTeslasoriginalbrandpurposetoacceleratetheworldstransition
tosustainabletransport
Teslas mission is to accelerate the worlds transition to sustainable energy.
Teslasmuchbiggershiftfromanautomotive-focusedcompanytowantingto
provideyourentirecleanenergyecosystem