Markus Kramer
Partner
Brand Affairs
The great Greek philosophers put the meaning of life over everything else – from which all doing would draw value and utility. For businesses, value and meaning were once simple concepts, contained in the practical aspects of a product. A formula where function and utility would define a product, where the product was the brand and where the teams and people to deliver on it were deeply connected with this simple but effective framework.
This model no longer holds. As the boundaries of our personal and professional lives merge ever more closely together, it becomes imperative that we look for inspiring, shared and aligned meaning to what we do: Purpose. But what is purpose, how do we define and measure it – and most importantly, how can we find, articulate and embed it within our organisations, our brands or indeed ourselves?
