At Medinge Group, we’ve spent over two decades championing the idea that brands must stand for something more than market share. We believe in branding as a force for good, a means to connect, empower and serve communities with integrity. So, when a book comes along that not only agrees with that premise but offers a framework to deliver on it day-to-day, we sit up and take note.

On Purpose by Shaun Smith and Andy Milligan isn’t just a guide for marketing teams; it’s a compass for any organisation trying to navigate a world where customers, employees and society expect more than lip service.

And it does something many books about branding fail to achieve:

It links purpose to performance in a way that’s both idealistic and utterly pragmatic

Smith and Milligan argue that purpose isn’t just a statement you frame in reception, it’s the reason your brand exists, and the filter through which every decision should pass.

Brands that lead with purpose don’t simply survive difficult times; they win loyalty, attract talent, and inspire innovation. At a time when trust is fragile and differentiation increasingly elusive, purpose becomes the one asset that can’t easily be copied.

The book’s structure, “Stand Up, Stand Out, Stand Firm”, reflects the stages of embedding purpose: first defining it, then expressing it through experience and communication, and finally sustaining it through culture and measurement. But what gives the book its energy are the stories – dozens of them – drawn from brands large and small, famous and niche.

From citizenM’s reinvention of the hotel experience to giffgaff’s crowdsourced mobile service, the case studies make a compelling point: purpose isn’t fluff. It’s the difference between “doing business” and building a movement.

What makes this a particularly useful read is its generous practicality. The authors offer models, diagnostic tools and self-assessment exercises that teams can apply immediately, without a need to hire in consultants.

It’s clear they want their ideas to be used, not just admired. There’s also a warmth to the writing –a sense that the authors care deeply not just about brands, but about the people behind them. That tone resonates with us at Medinge, where we believe that human brands -those that listen, empathise and act with conscience– are the ones that endure.

Of course, no book is perfect. At times, the sheer volume of examples can feel a bit like a buffet, leaving the reader hungry for a tighter connection to the core framework. And in the print edition, the inclusion of long web links can feel clunky. But these are minor bumps on an otherwise well-paved road.

Ultimately, we recommend On Purpose because it aligns with our mission: to encourage brands to lead with authenticity, to balance profit with impact, and to do so with strategic clarity. If your organisation is wrestling with how to turn values into action, or how to bring your brand to life from the inside out, this book offers both inspiration and instruction.

And in a world where promises are easy, but follow-through is rare, that combination is more valuable than ever.

Shaun Smith & Andy Milligan (2015). On Purpose: Delivering a Branded Customer Experience People Love. London: Kogan Page. 288 pages. ISBN 9780749471910.

Kogan Page