This book is so great and timely, it is awesome to have a practical guide on how to ensure that the world and specific companies are continuing to make an impact in the environment.

Activate Brand Purpose is a helpful guide that breaks down the importance of attaching your brand to a larger narrative. With many great and recent examples, from successful cases (like Patagonia Clothing) to massive fiascos like the Kendall Jenner Pepsi Ad. The book is thorough, full of references, and great research to back it up.

However, it does feel like this is guided towards professionals who work at large-scale companies or that have a considerable marketing budget to work with. Although brand purpose is definitely something that can and absolutely should be applied to smaller businesses, I missed cases or applications for them in this book.

It's still a very inspiring book that helps you navigate how public perception is important and how speaking the right language to your intended audience can make or break a campaign. I think this is especially helpful for digital marketers.

Activate Brand Purpose details how to break down the meaning behind business or organizational goals. The branding decisions made in companies can impact how missions are carried out effectively, and Activate Brand Purpose identifies the power of communicating a brand's power.

I found this book helpful, it would probably be more helpful to professionals within a company rather than people looking for brand help for smaller independent businesses. The subjects were covered really well.

Thank you to the publisher and to NetGalley for this ARC in exchange for an honest review.