The most important brands in the world make us feel something. Something within us. They have a purpose, and this purpose is reflected in everything they do. They stand for something. As customer, if we believe what they believe, we want to stand with them.
These brands exist because they have something they want to let the world know. They are here not just to sell products, they are here to share their purpose. And purpose is a powerful tool. In this world of mostly undifferentiated offerings, the most powerful thing to distinguish between brands is purpose. We love and respect brands which are singular on their never-wavering purpose and stood the test of time.