Test how well you can separate purpose that actually guides decisions from vague slogans. See what makes brand purpose credible, measurable, and consistent across the business.
A credible brand purpose must be anchored in ______.
paid endorsements
shareholder slogans
seasonal campaign themes
real capabilities and the business model
A practical way to avoid ‘purpose‑washing’ is to set ______ for the intended outcomes.
evergreen taglines
specific, time‑bound KPIs
only vanity metrics
an annual mission poster
The most effective purposes guide choices by creating ______ for trade‑offs.
broader audiences
decision criteria
longer brand books
extra approvals
Employee activation succeeds when purpose is reinforced in ______.
logo refreshes alone
hiring, incentives, and recognition
one kickoff town hall
only external ads
A purpose that is too broad most often fails because it lacks ______.
a celebrity partner
a long manifesto
a clear problem the brand is uniquely suited to address
a sustainability icon
To keep purpose resilient in crises, brands should avoid claims that are ______.
measurable
customer‑centric
tied to operations
outside their control or expertise
When purpose is credible, it most predictably lifts ______ over time.
organic impressions only
spam complaint rates
time‑on‑site alone
brand predisposition and pricing power
A brand purpose should be written in language that is ______.
simple, specific, and non‑performative
trend‑jargon heavy
internally coded
complex and legalistic
Linking purpose to category entry points helps by ______.
avoiding distinctive assets
replacing media planning
connecting ideals to moments of demand
eliminating performance metrics
The most durable governance for purpose includes ______.
a single sponsor forever
quarterly slogans
creative approvals only
cross‑functional ownership and periodic audits
Starter
Good start—focus on authenticity, business linkage, and evidence of impact.
Solid
Nice work—polish how you set KPIs and embed purpose into decisions.
Expert!
Outstanding—you can separate purpose‑wash from strategy and show outcomes.
