Brand this, brand that, there’s a multitude of competing jargon, terms and meanings which can be both time consuming and confusing for all involved.

Outside of the world of journalism we tell stories to amplify awareness, create engagement and drive commercial objectives. How is this managed ethically?

Employee wellbeing and organisational resilience have long been priorities on the executive agenda. Can purpose play a role in strengthening both?

Brand purpose and company purpose are often used interchangeably - but are they really the same thing? This article explores the distinction and why it matters for organisations.

In stark contrast from the world of baseball, in global business, there’s an emerging application of another type of triple play - the growth triple play.

Traditional accounting practices record a company’s costs, income, assets and liabilities, as well as the resources it employs and the earnings those resources generate. However, they do not capture all the information relevant to assessing responsible and purpose-driven business performance.

Purpose needs to be both emotional and rational and needs to resonate with all members of your organisation - this consistency ultimately drives decision making at all levels, create a values based culture and enables the company to endure changes that may arise both internally and externally in the passage of time.

By clearly setting expectations and how this translates for employees roles and responsibilities, purpose is driven through the organisation by the perceptions of professionals and middle management - and systematically have higher future accounting and stock market performance, even after controlling for current performance.

From experience, purpose can mean different things to different people. And likewise, purpose can mean different things to different companies. Just the mention of the word can inspire and intrigue some, and for others lead to eye rolling and a healthy dose of scepticsm.

Purpose is the ‘why’ that drives an organisation’s strategy, productivity, and culture. Did you know these same principles can be applied to position and strengthen your personal brand - and ultimately, your career success?