Will we have become a truly innovative company. Don’t ask purpose for pears Carlos Griset. Don’t ask purpose for pears Posted on September 23. 2021 A few years ago, in a joint work session with a client. The question arose as to whether the purpose of the brand should. Be unique and different from the purpose of its competitors. A question that, in practice . Can be summed up in one question: what is the purpose of the purpose.  Not infrequently, academic definitions aside. Trying to explain the purpose to clients in an understandable way has become something of a headache for strategists. One of the formulas that I like to use the most to explain what a purpose is is “why a brand does what it does”. Its end, its goal, its final objective, what it pursues.

The reason why its workers they go to work

We can call it in many ways, but, ultimately, the purpose of the brand should be the reason why it exists and, indirectly, the reason why its Logo Designs Service workers they go to work. If we take this premise, and returning to the subject at hand, in a highly fragmented market, is there room for purposes that are really different from each other? The Lego case: a great purpose, but differential? Before attempting to resolve these issues, I would like to discuss the Lego case. A few weeks ago I discovered the Netflix docuseries The Toys That Made Us ( The toys that have made us how we are ) that reviews the history and success of different mythical toys. As I suppose will be the case with many kids growing up in the 90s – when we weren’t yet surrounded by screens and spending hours with our toys.

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The chapter dedicated to Lego begins by referring

I was instantly hooked. The chapter dedicated to Lego begins by referring to the naming processfrom the company, derived from the Danish ‘leg godt’ (“play well”) that Executive List unequivocally communicates the purpose of the brand: to get children to play well. A purpose that, I think we will agree, is little different if we talk about a toy brand. The interesting thing about the docuseries is that it reviews the history of toys and, therefore, puts each of the milestones it recounts in context. When the Lego name was created in 1934, metal toys imported from Germany, many with a military theme, were all the rage. In this context, “playing well” meant betting on wooden toys made in Denmark that rejected any reference to war. But was that a unique and differential purpose.

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