Driving brand value

A survey of consumers showed that brands who scored high in the category, “Makes lives better” grew 81 percent from 2006-2016 while ones that scored lower grew only 24 percent in the same time period.

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proof, PurposeWill & Grail
Filling the purpose gap

When promise and behavior are in sync and customers are aligned with a brand promise, they give that brand twice as much share of wallet (47 percent) as customers who aren't aligned with that same brand (23 percent).

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proofDan Salva