Now, nearly 60 years later, you’re as likely to spot Fjällräven’s iconic fox logo on a backpack in Brooklyn as you are on a trail in the Arctic Circle.
As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.
Once upon a time, marketers would spend all of their time creating and sharing promotional campaigns only to wonder if they even worked.
Search Amazon for books on branding and you’ll get over 10,000 results.
A public¹, permanent², append-only³ distributed⁴ ledger⁵.