Hello Thomas

Well said. I think brands need to discover their higher purpose and communicate it effectively both internally and externally. I think every brand, from low or high involvement category, has a strong purpose, as you rightly pointed our in your example of Kashi.

Such brands make a meaningful difference to their customers' and employees' lives. I call them 'enabler brands'. There are very few of them today and there's a good reason why they are successful.