December 4, 2014 Brian Farrell Purpose Before Product December 4, 2014 Brian Farrell Being purpose-driven gives focus to innovation, makes your brand more charismatic, and gives your employees a rallying cry. Most brands tell you their promise over and over. A great brand is a promise that’s kept again and again. — Jim Collins, Good to Great What if...Consumers didn't think of your brand as a product? Brian Farrell