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3. Rule #1: Refocus the Organization > Brand Purpose
Brand Purpose
Brand purpose is the first P in our Plan to Win. A brand purpose is the definition of the common brand goals and a compelling statement of the overarching brand intent or mission. It is not just a wish. It is based on informed judgment, not guesswork. It defines a clear sense of direction, an overarching goal for the organization and the brand. While defining where we want to go, the brand purpose must capture the desired spirit of the organization.
Brand Goals
In a brochure created for shareholders in October 2003, Jim Cantalupo described the organization’s goals. He said,
In 2003, McDonald’s embarked on a new strategic course, reflecting a fundamental change in our approach to growing the business. Previously, we emphasized adding new restaurants. Today, our emphasis is on building sales at existing restaurants....
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