Consider the old school branding playbook: Brands were defined by taglines and ad budgets. The bigger the pile of cash, the "better" the brand.
Today, that script's been flipped.
Companies like Warby Parker, Patagonia, and MailChimp don't out-spend their rivals to build well-respected brands. They build from the inside — focusing on team and culture and community. And when that foundation is set, they let their raving fans help them do the talking.
With that in mind, we at purpose.jobs put together what we think is the new branding playbook. You can check it out here: