Brand purpose: just appearance or the core of the business?

[asikurrahmanshuvo]

Today, many brands already have a clear purpose, but is this genuine and associated with their way of acting? There are controversial cases in this regard.

My list is not comprehensive, but it still provides a good overview of companies that are adopting a brand purpose model and the discrepancy with real facts.

Google
“Our mission is to organize the world's information and make it universally accessible and useful.”

Google won't disclose its own revenue or profit figures by country .

It has also not shared its plans for a censored search hungary phone number list engine in China . On the other hand, Google+ (social network) has been closed after a data scandal.

And this could be an endless list.

Finally, almost all US states (paywall) and European countries are now investigating the company for anti-competitive behavior in its advertising business.

Volkswagen
The Group's goal is to offer attractive, safe and environmentally friendly vehicles that can compete in an increasingly tough market and set global standards.

Volkswagen then intentionally programmed its turbocharged direct injection (TDI) diesel engines to activate their emissions controls only during laboratory testing, resulting in production vehicles that met U.S. standards but emitted up to 40 times more poisonous toxins in “real-world driving.”