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On Purpose
Author: Shaun Smith

ISBN: 9780749471910
Format: Paperback
Number Of Pages: 288
Published: 3 November 2015
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6 x 2.0
The emergence of digital channels has shifted power from direct marketing that tells a specific story to the customers' overall feelings and perception of the brand. With a constant stream of new communication channels emerging, the real challenge is not just making sure you're present in each space but staying true to your brand purpose.

On Purpose is a practical guide on how to execute business purpose successfully over multiple channels to make your brand stand out. It presents a framework for success whereby you stand up by being clear about your brand purpose and promise, stand out by defining, designing and delivering distinctive customer experiences across multiple channels and stand firm by creating strong cultures that sustain results.

Each chapter of On Purpose illustrates how to succeed and innovate in a specific area such as digital or in-store experience by presenting a case study from a leading brand. The chapters also include a thought piece from an expert in that area as well as a summary of the main ideas to help you implement them. The book also includes a toolkit to help you define and communicate your business purp...

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