We believe the best brands succeed because they create positive change in the world. They do this by fulfilling a purpose - usually one that is inspiring or emotional and contributes to our lives something others simply do not. Now this doesn't mean the brand has to be self-sacrificing or nominate for a Noble Peace Prize, forgoing profitability for the social good.  What it does mean is the brand should play a meaningful role in our lives, one that we care about and would miss if it wasn't there. Today the biggest challenge facing brands is how to position themselves in our lives and in our culture so that they are relevant - just getting on our radar, let alone into our long term memories is a massive challenge. We think the best way to do this is for the brand idea to embody a sense of purpose.