How to make sure your brand has a Purpose

We talked about Leo Burnett's Purpose-Driven Approach before.

In the following video, The Leo Burnett Global Product Committee, we see how they go about measuring and rating their work with their HumanKindScale.

From the video:

Brands must be centered on a meaningful human purpose.

Forming something like the Global Product Committee that comes together a few times every year to reflect on the impact of purpose on their work is a great idea for companies.