Why Brand Purpose Never Works

Ferguson: Can we end this adolescent obsession with purpose always being necessary? He says research shows that on average, it doesn't work as well. Some brands in the portfolio are going to fail pretty badly if they try and apply purpose across all of their brands,. he adds. Ferguson: Purpose plays a really good role for employ retentions, supploye supply relationships. But i will have none of this bulshet about you always have to have bram purpose or you will fail. Not true, bulshit. Be choiceful. Be strategic.