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How a Failure of Purpose can Lead to a Failure of Business

In the second video from Andy Milligan, co-author of On Purpose: Delivering a Branded Customer Experience People Love, he asks how a companies can  and discusses how a failure in purpose can lead damage the rest of the business.


Andy Milligan is a leading international consultant on brand and business culture. He has worked for almost 20 years advising major organizations on strategies for brand building, customer experience and internal culture. Andy appears regularly in the media to comment on brand issues and as well as Uncommon Practice, he is co-author of Don't Mess with the Logo and author of Brand it Like Beckham. 

On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences.