Purpose is neither marketing nor a statement

Pushing an idea beyond the sale of new products: REI making a better life, outdoors, accessible to all via a gear rental program

Brand purpose is all the rage, the cool kid on the block. Yet, the sudden trend feels simultaneously awesome and tragic.

Awesome, because citizens increasingly expect more from brands. We champion those with a clear, focused point of view about their role in society.

Tragic, because so many brands wrestle in public with why they exist. They make small…

--

--

Aspiring citizen — Insatiable surfer

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store