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  • June 2019 (Revised August 2024)
  • Module Note

Purpose Brands

By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

Introduces a framework for innovation and brand building that is connected to an understanding of customers' Jobs to Be Done.

Keywords

Brand & Product Management; Brand Architecture; Brand Building; Innovation; Product Development Strategy; Product Differentiation; Brands and Branding; Product Development

Citation

McDonald, Rory, Clayton M. Christensen, and Shaye Roseman. "Purpose Brands." Harvard Business School Module Note 619-075, June 2019. (Revised August 2024.)
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Related Work

    • June 2019 (Revised August 2024)
    • Faculty Research

    Purpose Brands

    By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
Related Work
  • Purpose Brands By: Rory McDonald, Clayton M. Christensen and Shaye Roseman
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