Where Is Why Going? The State of Brand Purpose

It’s been just over a decade since author and TED talk favorite Simon Sinek first encouraged the world to “Start with Why,” triggering an avalanche of corporate soul searching and countless quests to discover, define and activate purpose, for organizations and the brands they own. In fact, it’s been such a dominant trend in management and brand philosophy that it’s begun to attract the ultimate validation of importance – naysayers (as we’ll touch on later in the Roundtable).