How do you measure Purpose of a Brand or Corporation?

“Doing good and doing well go hand in hand”

After over 700 daily posts, I repeat themes here. I believe in business as a force for good, so one repeated theme is around the need for reform of capitalism to better serve all stakeholders, not simply shareholders.

Whilst this concept is gaining traction, gaps between “old paradigm” and new thinking on this are becoming obvious, which I see as a great opportunity to identify and bridge gaps in many specific areas.

One of these areas is around CEOs, as my work tends to be with CEOs and their Leadership teams. I love to give real examples of where CEOs are thinking beyond old paradigms of simply short term maximisation of shareholder return etc. One example is: “Time for the Anti-CEO Playbook”, featuring the CEO of Chobani, Hamdi Ulukaya.

Now, today’s title is around another area that must be bridged, on measuring the Purpose of a Brand or Corporation such that, bridging to conventional measures such as shareholder return, one can see and track with statistically accurately both a) that “Doing Good and Doing Well” are closely correlated, and b) track the progress of a brand or corporation over time.

I was excited to see this now out there, so today sharing an article and recommendation of who to talk to in order to do this for you and your brand or corporation.