When is a business “Purpose Ready”?
By definition, the corporate brand should be seen as honest, authentic, responsible, sustainable and fit for the future. Only then can the company convincingly address all interest groups and be prepared to communicate its purpose credibly.
At its core is the question of how credibly Swiss companies are already succeeding today in positioning themselves externally with a strong purpose. In order for a company to position itself credibly with a purpose that aims to contribute to a better world, it should be perceived by the public as having as few negative associations and scandals as possible.