Speaker Niklas Schaffmeister

No purpose, no brand!

Corporate positioning Apple-Style: How to define a Corporate Mission on the basis of a strong Purpose-Statement? At the Communication Congress in Berlin from September 21 to 22, globeone’s Managing Partner, Dr. Niklas Schaffmeister, provided interesting insights into this topic.


Most companies define themselves in terms of their products and services (what?), their personality or the way they solve problems (how?). Functional and strongly self-referential positioning claims prevail. However, customers and employees appreciate a greater corporate purpose illustrating why the company actually exists (why?). Many brand examples which are widely admired, e.g. Apple, Tesla or Dove, support that hypothesis. To the participants of the Communication Congress, globeone gave a preview of its current study on the topic “Purpose-driven positioning” that will be published next month.