Charles Dodgson is best known for writing Alice’s Adventures in Wonderland under the pen name Lewis Carroll. Dodgson is often credited with saying, “If you don’t know where you are going, any road will get you there.” In spite of its source, this statement is pragmatic, not fantastical, and it is just as true for brands as it is for people. A brand must have a purpose. It must make some difference in people’s lives. Otherwise, why are people going to pay to use it? Purpose is the foundation on which strong brands are built. To justify its existence in today’s complex and crowded categories, a brand needs a purpose that sets it apart from others. What does this brand offer that others do not?
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