Reputation Today: Brand Purpose Conversation with Kass Sells

Purpose Affects Every Aspect of Business, Impacting an Organisation's Communication Strategy

Kass Sells, WE's Global COO and President, International, Says Brand Purpose Must be Rooted in Truth and Authenticity

Reputation Today, Shree Lahiri, 20 November 2020

(Image courtesy of Reputation Today)

RT: How does Purpose stand out in comparison to corporate responsibility?

KS: So often, CSR or ERG can be seen as box-ticking exercises or bolt-ons without true alignment to a business strategy or a brand’s values. Purpose, on the other hand, is a higher goal – one that must go beyond short-term self-interest and provide the why. Why does an organisation exist? Why does it do what it does? And how can that organisation conduct successful business while making a positive impact on society?