Purpose is the Know-Why. And in today’s day and age, Know-Why is the new know-how. But understanding, articulating and knowing your Purpose is more than just possessing knowledge. It represents the intellectual essence of your raison d’être. The Guiding Purpose Strategy is a stimulating deep-dive into the transformational power of Purpose. Looking through the lens of contemporary brand management and taking inspiration from the luxury industry, where strategy and meaning-making have stood the test of time, The Guiding Purpose Strategy provokes fresh thinking, illustrates through case studies and offers a hands-on tool to start your very own path towards finding your inner Why. Building on 20+ years of experience of working with and for some of the most successful brands including Harley-Davidson and Aston Martin, global financial services firms, governments, charities and startups around the world, we demonstrate how the application of the GPS Framework can help you create your very own Guiding Purpose Strategy.
Brands, companies and people with clarity of Purpose are changing the world. If you’re up for a journey of discovery and knowledge on professional and personal growth, we are delighted to welcome you on board!
Authors
Markus Kramer is specializing in helping brands, businesses and their teams grow stronger. He advises boards, executives and operational teams as well as private equity and growth funds on all aspects of strategic positioning and 21st century brand management.
Markus combines decades of deep client-side experience working in leading marketing positions for brands such as Harley-Davidson and Aston Martin. He consults globally across multiple sectors, ranging from financial services, technology, telecoms, luxury, automotive, government institutions to civil society and many more. Markus actively works with clients such as Fossil, Nokia, Miele, Ferrari and numerous others, covering the entire spectrum from mass to premium to luxury; and vertically from insights to strategy to execution and measurement.
Markus is a recognized thought leader in the fast-paced world of cutting-edge brand & marketing management, a regular contributor for acknowledged industry publications and author of The Guiding Purpose Strategy, A Navigational Code for Brand Growth. He holds the position of Honorary Associate Professor of Brand Management at Cass Business School in London is as an Associate at TomorrowToday Global, a think-tank focused on the research and exploration of the future. Markus speaks regularly at select conferences and leading business around the world.
Markus is Swiss at heart and holds degrees in Marketing & Brand Management, International Project Management from the University of California in Berkeley (USA), an MBA from the SAID Business School at the University of Oxford (UK) and a degree on the Future of Commerce from MIT (USA). Markus sits on the European Board of the Chief Marketing Officer (CMO) Council and is a member of the steering committee of UK's CIM (Chartered Institute of Marketing) Marketing Confidence Index.