In today's noisy market where people have instant access to nearly everything, quality products and services are no longer enough to differentiate your company or organization―your brand― from the competition. What a brand stands for, and the actions it takes to prove it, can provide a necessary memorability consumers draw on when they make purchasing decisions. From interviews with CEOs from some of the most purpose-driven brands today to a step-by-step workshop on finding your own brand's reason for existing beyond profit, this book explores how standing for something more than just the bottomline is a powerful way to connect to modern consumers.