Batllegroup.

We are surrounded by brands. There are so many that most have become invisible. According to Meaningful Brands, 74% of brands could disappear and hardly anyone would notice. That means that almost
3 out of every 4 brands are essentially just background noise.

And it’s not because there’s a lack of products, but because there’s a lack of meaning. And, above all, a lack of action.

Added to this irrelevance is something even deeper: mistrust. Today we believe less, doubt more and demand proof. In this scenario, brands no longer compete just for attention; they compete for meaning.
And that is where brand purpose ceases to be mere rhetoric and becomes a strategic necessity.

A company’s purpose is the reason it exists beyond profit.
It is what connects what it does with the impact it has on people’s lives and the world. It is its compass. And also its driving force.

Simon Sinek explained this clearly through the Golden Circle. Although most organisations do exactly the opposite, they should start by defining a reason for being, a ‘why’ (purpose), continue with how they are going to make it happen (actions) and finish with what they are going to do (products).

And when that ‘why’ is truly alive, you can tell.

As in the famous NASA anecdote: when a janitor was asked what he was doing, he didn’t reply that he was cleaning the floor, but that he was helping to put a man on the Moon.

That is the power of a shared purpose: it mobilises the entire organisation and turns every decision into a step towards something greater. It translates into trust, preference and loyalty. And that, in the long term, has a direct impact on the business.

Purpose ceases to be an intangible and becomes a real advantage: it guides decisions, drives innovation and brings coherence to ESG and sustainability strategies.

Why? Because it creates value beyond the product. It attracts talent seeking meaning, generates an emotional connection and provides credibility that goes beyond price, building a competitive advantage that is difficult to replicate.

Some brands are born directly from purpose, such as Open Arms. When we worked on their identity, we were very clear that it had to reflect and reinforce the mission from the outset, turning the brand into an active vehicle for action and impact.

Other well-known brands did not set out with sustainability as their guiding principle, but they have come to realise that their scale brings with it a responsibility and the capacity for change. That is why Patagonia has embraced limits to growth for the sake of the planet. LEGO, despite operating in a sector fraught with tensions, has begun to treat the impact of its scale as a strategic priority. And Too Good To Go has made food waste the core of its business model.

It is important to clarify that talking about purpose-driven brands does not mean talking about perfection. No great brand is perfect. It means talking about organisations that have decided to let their purpose shape real business decisions.

It is not idealism. It is consistency in action.
But there is one non-negotiable condition.
Purpose is not proclaimed; it is demonstrated. It lives in actions, not in manifestos. And when words and reality do not match, trust is undermined and the narrative breaks down.

At Batllegroup, we understand purpose from that very perspective. Not as rhetoric, but as practice. That is why we are a B Corp, and why we form part of the global community of responsible companies committed to the planet and its people.

Today, more than ever, purpose is not a matter of marketing, but of strategy and leadership. Because in a world full of doubt, only brands that act with conviction, consistency and genuine commitment manage to remain relevant.

Moving from intention to action is no longer an option.
It is the only way to build brands that matter and leave a real mark on the world.