Who needs a brand purpose anyway?
Having a good brand purpose can actually make your decisions go faster. Having a bad one (or not having one at all) can confuse things and stop you developing loyal teams or customers.
Having a purpose could save you time and money
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I hear a lot of people/companies call them their mission statement, but I like brand purpose a lot.
Brand purpose is important. Stripe wants to raid the GDP of the internet.
For my newest project, Nameea.com, the purpose is simple. Quality brandable domain names should be affordable.