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“ By “ideal,” the researchers don’t mean a traditional, altruistic social responsibility statement. Rather, they mean a “higher-order” purpose or benefit that the company/brand seeks to contribute to the world, with this purpose being the central driver and determinant of all of its strategies, decisions and actions. Or in other words, a brand’s “inspirational reason for being — why it exists, and the impact it seeks to make on the world.
MediaPost Publications Fastest-Growing Brands Are ‘Ideal-Driven’ 01/18/2012
