ABSTRACT
Brand Purpose expresses how a brand changes the life of a consumer for the better. Pampers' Brand Purpose was to support a baby's healthy growth and development. The statement helped Pampers move beyond a functional, undifferentiated “keeps baby drier” to an aspirational role in the mom's and baby's life. With Pampers' success, P&G encouraged all brand teams to develop their brand's purpose. Today, a new generation of employees are encouraging their companies to state and realize the larger purpose for which the company is in business. In the past, company purpose or value statements were created inside the company. The impetus is now bottom up for employees who want to be proud to go to work for their company. For that to happen, the company must address societal issues like climate change and equity for all employees. Consumers increasingly expect companies to deliver societal value beyond shareholder value.
