Purpose: You Can't Wing It.

KFC is fried. In what appears to be a pitiful example of purpose-washing, KFC has linked themselves to the Juvenile Diabetes Research Foundation-- you buy mega-jugs of soda and they will pour some money into what has become known as a cause marketing partnership.

We know you meant well colonel, but purpose has to be noble and tied to your ethos.

Purpose is a journey that asks a company why they are here? That 'why' informs the organization where they should go in the marketplace and what they should do. See www.thinkbrighthouse.com