Corporate Brand Platforms:
CORPORATE PURPOSE

The corporate purpose statement expresses the company’s functional reason-for-being… what it does, makes or provides every day.

The purpose is never merely “to make money.” To make this clear, it helps to add the thought that “by doing this well, we will provide exceptional returns to our employees and shareholders.”

The purpose statement provides a continuing focus for corporate decisions, as well as communications. Examples:

• Dow Jones
  “Our corporate purpose is to comprehend the business of the world. By sharing that comprehension as universally as we can, helping people everywhere to understand the business in their lives, we will provide an exceptional return to our shareholders."
  
  
• Flowserve
  "We are in business to provide industrial customers with the world's most effective, efficient, durable and reliable flow management capabilities."